“The constant change. You can’t stand still in retailing. You must always be innovating
and pushing the envelope. The competitive landscape is always changing. The customer
is always changing and evolving, and so must we. I like being challenged in this way. I
just love this business. It’s a privilege to come to work every day and do something I
absolutely love to do, even in this very difficult economic environment…”

Terry Lundgren, President, Chairman and CEO of Macy’s Inc.

Mr. Lundgren has been interviewed once again, and his insights are no less fascinating. On NRF’s BIG Blog, the CEO — of one of the most famous retailers in the world — discusses a range of topics from Macy’s annual parade, emerging holiday trends, and the company’s focus on localization. One particular part of the interview that struck us was Mr. Lundgren’s thoughts on how seasonal employees can turn a part-time holiday position into a full-time career. He goes on to share:

In September, Macy’s announced that it was hiring 65,000 seasonal employees during the holiday season. Some of these seasonal hires may hope that their temporary positions become permanent. As someone who spent part of his career as a store manager, what advice would you offer a seasonal employee on ways to stand out to management in the hopes of transitioning from part-time holiday help to full-time company superstar?

There will always be room at Macy’s for someone who is energetic, knowledgeable and focused on the customer. Selling skills are key. Many of the people who start with Macy’s as a seasonal store associate will end up with the company full-time. Some of them have risen through the ranks to be senior executives at Macy’s today. When I was just starting out in the company after college, I received some great advice from the manager who recruited me to the company. He said that to succeed, you need to “bloom where you are planted.” That advice has stayed with me to this day. It means that no matter what your job, do it to the very best of your ability. Really care. Go the extra mile. Show initiative and creativity to achieve your goals and go beyond them. If you really pour 100% of yourself into your job, people will notice. You will create your own opportunities for advancement.

Tell me something about yourself that most people don’t know.

When I started out in college, I planned to be a veterinarian. Then I learned what a veterinarian does for a living and what it was like to artificially inseminate a cow. So I switched to business. My first exposure to retailing was a high school job delivering clothing from a tailoring shop to local menswear stores in southern California. But I never really aspired to a career in retailing until I graduated college and interviewed with Bullock’s department store in southern California to be an executive trainee in the buying organization. At Bullock’s, I saw what an interesting, fast-paced business retailing was, and what good opportunities there were to advance my career without having to move from one company to another. I went from trainee to CEO of Bullocks Wilshire in 13 years and never stopped learning or loving my job.

To read the full interview with Terry Lundgren, visit the NRF BIG Blog.

Read our interview to find out more about Mr. Ullman’s thoughts on retail as a “team sport,” the importance of mentors, and how JCPenney builds “careers” for high potential employees.

Do you recognize your employees for excellent customer service? If so, how?

As a key principle of our WINNING TOGETHER culture, we encourage recognition in every aspect of our business. This is manifested by special awards at the store level as well as, when appropriate, through cash bonuses. Last year, in fact, we recognized more than 125,000 associates with a special bonus for their contributions to our overall customer satisfaction scores and, ultimately, our profitability.  We have a similar program in place this year to continue to recognize Associates for delivering on the key pillars of our CustomerFIRST initiative.

What characteristics are most important for a successful career in retail?

Retail is a team sport and developing the leadership skills to effectively lead others while continually executing in a fast-paced environment is fundamental to a successful retail career.

A person seeking a career in retail needs to have a passion for interacting with people – both in how they serve customers as well as in how they work with their colleagues to foster an environment of teamwork and innovation.  At JCPenney, we’re focused on becoming the preferred choice for a retail career and our best leaders are committed to seeking out opportunities to help their teams continually learn and improve.  In fact, I – along with several members of my team – lead internal training courses throughout the year to demonstrate our commitment to making JCPenney a great place to build a career.

What advice can you share with students and young professionals on how to be successful in the retail industry?

After college, I had the opportunity to work in a broad range of organizations, including IBM, the University of Cincinnati, and serving as a White House Fellow.  My first job in retail was at Sanger Harris in Dallas working in the supply chain organization — I literally went from the White House to the warehouse.  You can imagine the differences in each of those work experiences, and they each provided me with an opportunity to learn a whole new set of skills. Given the constantly changing consumer landscape, retail provides a significant opportunity to continually learn and grow, and having a broad perspective will serve as a strong foundation for a retail career.

I’d also suggest that young professionals find a strong, committed mentor.  I’ve been fortunate to have exceptional mentors, and they’ve each made a meaningful, positive impact on my career.

Why do you like working in retail?

With more than 150,000 associates serving the more than half of America’s families that shop JCPenney each year, there’s a level of energy that goes into continually innovating around the merchandise and the customer experience while still executing our day-to-day business that keeps this business interesting.

We vigilantly monitor all of the key metrics around our business, and we know where we’ve won and where we need to improve.  The prospect of having an opportunity to beat our competitors and win with customers is what make me excited to come to work each day.

Do you think retail provides attractive career opportunities for young people today?

Retail is probably one of the most attractive industries for young people because it provides more meaningful leadership and development opportunities than other industries. For example, with more than 1,100 stores and 150,000 associates, JCPenney associates often have the opportunity to lead teams and manage entire businesses earlier than their peers in other industries.  In fact, we have several younger associates running multi-million dollar businesses.

Given this, leadership development is one of our top priorities at JCPenney.  In fact, when other companies were recently decreasing their development budgets, we accelerated our training and leadership programs to ensure our associates are have the tools they need to lead their teams and inspire customers to shop with us time and time again.

JCPenney is one of NRF Foundation’s Employer Partners. Mr. Ullman was also interviewed on NRF’s BIG Blog about his company’s best practices in customer service.

With more than 25 years of experience, in merchandising and marketing, at companies such as Levi’s, Dockers, and Banana Republic, Mr. Coe knows what it takes to succeed in the retail industry.

Read on as he shares his thoughts about why he was drawn to retail, why you shouldn’t take any experience for granted, and why Lands’ End is a good place to work.

Nick Coe, President of Lands’ End, in the new Lands’ End Canvas store

What characteristics are most important for a successful career in retail?

I think it’s about curiosity, passion for product, a deep understanding of the customer and an ability to pull stories together whether online, in a catalog, on a shop floor or in a store window that inspire a customer to engage with the brand.

What advice can you share with students and young professionals on how to be successful in the retail industry?

Take nothing for granted; even the most junior level product/merchandising role can offer you valuable insight into how a specialty retailer works and what is required to succeed.  Moreover, you should be constantly studying the industry to understand the competitive landscape and what customers are being inspired by.

Will you share a bit about your own career path? Have you always been interested in retail as a career? If not, what led you to retail?

I became intrigued by the industry because I was naturally drawn to product that I couldn’t afford— enticed by beautiful tailoring or a perfect pair of jeans.  I was seduced by the notion that great quality could and should be available at a price the average customer can afford. Once I learned the basics of merchandising, I wanted to go beyond building product to building a brand. And I wanted to do it in concert with the customer, rather than to the customer. That means listening to the customer, merchandising to meet their real needs and occasions for wear, and ultimately, telling great stories.

Why do you like working for Lands’ End and why should others want to join you?

I think we have built an environment that cultivates and recognizes a passion for creativity for products, people and business solutions. At Lands’ End, creativity does not stop with design, but rather permeates the entire organization.

Lands’ End is an authentic brand with deep roots in quality, customer service and value that is more relevant for today’s customer than ever before. The opportunity to mine that history, leverage the knowledge of long-term employees and harness the loyalty of the core customer base to help chart a course for the future is invaluable.

What advice would you offer someone interested in a retail career or currently working in an entry level position?

I would say there are four things they need to do.

First, be prepared to face and drive change. This industry is all about change and it needs to constantly move forward to stay buoyant.

Secondly, you must take educated risks.  Recognize that what worked yesterday won’t always work tomorrow, so plan for that.

Thirdly, trust your gut. There is a fine balance between the art and science of design, merchandising and marketing, which is why a strong instinct is invaluable.

Finally, it is imperative that you clearly define and understand your customer and never stop looking for ways to surprise and delight them.

Nick Coe, President of Lands’ End, was also interviewed on NRF’s BIG Blog about his company’s best practices in customer service.

Aaron has worked in retail for over 10 years.  He joined Zappos in 2008, and oversees Brand Marketing, PR and video/blogs, as well as Business Development.  He received his BBA from University of Wisconsin – Madison, with a double major in Marketing and Management & Human Resources.

Aaron Magness, Senior Director of Brand Management and Business Development
Zappos.com

What characteristics are most important for a successful career in retail?

Retail is all about service.  People need to live and breathe customer service in everything they do.  Not just when they’re at work and not just if they work in a customer service department.  Customer service needs to be obvious in every department and every position.

What incentives, if any, do you offer employees who provide exceptional service?

We tend to stay away from financial incentives, but there are a lot of ways we recognize employees.  One example is we have a way that any employee can give any other employee a $50 bonus for WOWing them.  Another is a Master of WOW parking spot.  Others include giving Zollars that can be spent at our employee store.  There are many, but they all come back to being nominated/recognized by fellow employees and anyone is eligible.

What qualities do you look for in assessing and hiring candidates?

We actually have two sets of interviews that are equally weighted.  One is to see if you are a technical fit (pretty obvious, right?), and the other is to see if you’re a culture fit.  Since company culture is our top priority, it’s a 50% measure in the hiring and advancement process.  We measure against how they fit with our Core Values.

How do you encourage employees to feel like they have a voice in the company?

We’re big believers in open communication and transparency.  Everyone sits in cubes, so no one is sitting behind doors (except for our lawyers since they’re working on sensitive assignments).  This allows for direct communication and openness.  Employees aren’t encourages, but they’re expected to have a voice and speak up and drive ideas.  We have a monthly “Ask Anything” where employees can literally ask anything they’d like to know.  We post the questions and answers so all employees can learn from other questions.  Some sample questions are “How much did we spend in travel last year?”, “How much do we spend in phone bills every month?”, and they sometimes get silly such as “Do vegetarians eat animal crackers?”.  The point is that we have open lines of communication to listen to and act on employee need/ideas.

What do you see as the biggest benefit in working for retail?

We’re all consumers, so the market research is much easier.  You know how you want to be treated, so make sure you treat your customers that way.

Do you think retail provides attractive career opportunities for young people today?

Retail will always be around, continues to grow and the innovation is great.  Yes, very attractive.

What is some advice you would give to someone considering a job in retail?

You have to be real, have the passion and not be afraid to take risks.  That and, there’s no crying in retail.

To read more about Zappos, and their award-winning customer service strategies, visit the NRF Retail’s BIG Blog

Chris McCormick was first drawn to L.L. Bean because it was a family-owned business and built on a love of the outdoors. Mr. McCormick became the company’s Assistant Advertising Manager in 1983. In the 18 years that followed, he earned a succession of promotions: in 1991, he became Vice President of Advertising and Direct Marketing; in 2000, he became Chief Marketing Officer; and, as of May 2001 — upon Leon Gorman’s move to Chairman of the Board — he became the first non-family member to take on the title of President and CEO at L.L. Bean, Inc.

What incentives, if any, do you offer employees who provide exceptional service? What qualities do you look for in assessing and hiring candidates?

We look for friendly, positive people who are down-to-earth, share a love for the outdoors, and have a sincere interest in helping customers.

Do you believe that retail in general, and L.L. Bean in particular, provide attractive career opportunities for young people today? How can you — or any other retailer, for that matter — ensure that your employees are consistently good ambassadors for your company?

At L.L. Bean, we have the advantage of a legendary brand that is admired far and wide. We encourage our employees to use our products and participate in outdoor activities. In addition to vacation time off, we offer employees “outdoor experience days,” and have an employee use room so they have firsthand knowledge of our products. We are very fortunate to have a brand that makes people want to be part of it themselves.

You started your career in marketing, and you’ve worked for L.L. Bean since 1983. Have you held any other positions in retail? How did you get where you are today?

I have held a variety of jobs in marketing and administration in other companies, but all of my retail and multi-channel experience came while at L.L. Bean. My own professional growth has come from a desire and ability to see and take advantage of opportunities to grow the business. This is a valuable skill and is something we continue to look for in new talent.

It has been said that attitude is more important than an education in the fundamentals of retailing to drive success in one’s career. Do you agree? Why or why not?

To be good in retail you have to be good with people, so yes, attitude is critically important in maintaining a positive friendly relationship with customers. Yet, one cannot underestimate the importance of education. Retail is getting increasingly sophisticated and complex. The demands of the multi-channel environment require bright people to manage the challenges of so many disciplines: operations and fulfillment, information systems, marketing, product development, and sourcing, to name only a few.

What characteristic is most important for success in a retail career?

In addition to attitude and education, flexibility and adaptability are also very important. In my time at L.L. Bean, we have gone from being an expert cataloguer with one store in Maine, to a multi-channel international enterprise. The competition in retail is fierce and if you don’t adapt to what’s going on in the marketplace you’re done. New media, social media, and the world of the Internet in general, have been huge game changers. Everybody has a voice and this puts even greater pressure on us as we compete while still trying to maintain a compelling value proposition through relevant products, price, quality, convenience, and service. To come out on top you will need to experiment, take some risks, and experience failure. The sooner a person can get comfortable with that the better off he or she will be.

What advice can you share with students and young professionals on how to advance in the industry?

Build a portfolio of experience, starting with the customer experience, and obtain as much cross-functional exposure as possible in order to understand the breadth and depth of the multi-channel retail environment. You won’t succeed if you don’t know all the appropriate touch points of the customer experience. But once you gain that knowledge, you will start to understand why a customer is or is not returning to you for his or her future needs.

To read more about L.L. Bean, and their award-winning customer service strategies, visit the NRF Retail’s BIG Blog.

Kathy Mance featured in a local Alexandria newspaper signs an agreement to develop and localize a Retail Training and Certification program with leaders from the Chamber of Commerce.

H.E. Minister Rachid’s keynote address spoke to the need for modernizing the industry through city planning for allocation of commercial activities and licensing businesses, including retailers, so that commerce is no longer able to take place in basements, garages or on the pavement, as has been the custom.  This, Minister Rachid noted, will provide every honest trader an environment in which he can succeed as he is able to protect and serve customers.   He explained that “man is the backbone of development – any development” and encouraged Chamber members to work with his department to change policies.

After hearing from government officials, educators and retailers, it became clear that NRFF will have an important role in helping to shape Egypt’s retail economy by working with the Alexandria Chamber to deliver training and certification in customer service, sales and selling skills and retail management.

During their visit, Kathy and Sarah were able to witness firsthand a unique view of Egyptian retailing as they made their way through Egypt’s legendary Khan-el-Khalili market, a labyrinth of streets lined with shops selling goods of every description.  They enjoyed the bustling energy and familial atmosphere in the Egyptian marketplace and quickly understood the diversity in business practice among these retailers, whose shops have been passed down through families for generations.  In addition they visited more familiar mall stores and talked with some “traders,” as retailers are known in the area.

As part of their travels, Kathy and Sarah take time to tour Cairo by camel, visit Egypt’s legendary Khan-el-Khalili market, and talk with some “traders.”

As part of the government’s aggressive plan to improve their retail economy, the Ministry of Trade and Industry is supporting the Alexandria Chamber of Commerce’s partnership with NRFF to develop curriculum and certifications to bring industry standards and best practices to Egypt to advance Egyptian retailers’ ability to better understand and serve customers.  Later this summer, the Chamber plans to offer three levels of training: Customer Service, Sales and Retail Management. Certification exams in Customer Service and Retail Management will be the capstone to the blended learning programs delivered through the Arab Academy for Science, Technology and Maritime Transport.

“The academicians and retailers of Alexandria look to NRFF to gain a better understanding of the skills and knowledge most critical to retail work, as well as a training strategy for promoting career advancement to provide a better experience for the customer.  Our plan was enthusiastically received and it validated our work to date and made us very excited to continue and complete the work ahead,” said Sarah.

Kathy agreed, “The highlight of my trip was gaining an understanding of the government’s aggressive plan to work to achieve an educated, honest, and systematic approach to retail.  Real change is in the air and I’ll be very interested to watch these efforts bear fruit and pleased to know that NRF, through the NRF Foundation, is playing an important role in this transformation.”

The Alexandria Chamber of Commerce plans to send a delegation to NRF’s BIG Show next January to learn from practitioners across the world and to continue discussions that began at last week’s inaugural conference.  Kathy and Sarah look forward to welcoming these new partners to NRF’s 100^th Birthday Celebration in New York City, NY.

When I heard that DECA was competing in the Pepsi Refresh Project, I reached out to Mike Marchetti for more details. Mike is the current chairman of DECA’s National Advisory Board, and also Executive Vice President of Store Operations for Finish Line. He has always been an enthusiastic supporter of DECA — not just because he personally believes in their mission, but also because of how the relationship impacts Finish Line’s bottom line.

Mike Marchetti, chairman of DECA's National Advisory Board, and Executive VP of Store Operations for Finish Line, with two DECA members.

You’ve worked in the retail industry for 30 years. Can you tell me about some of the previous positions you’ve held in retail? How did you get where you are today?

I started as a shoe salesman while working my way through college. After a few years in the Navy and completing my education, I decided to make retail a career. I was a natural salesman and so it was a good fit. I started my management career by managing stores for Kinney Shoes in Ohio, Indiana, Kentucky and Illinois. From there I was promoted to District Manager in Houston, Texas, and then to Regional Vice President in Chicago.

Kinney acquired Champs Sports and Robby’s Sports. Both were based in Florida, with stores in the southeast. Having a passion for sports, I inquired about opportunities with the new company. When they started expanding to the Midwest, I joined as District Manager in Chicago, opening up stores across the Midwest. About a year later, I was promoted to Regional Vice President responsible for everything from Puerto Rico to Seattle, as well as all the Going to Game stores across the country.

In 1995, I met Larry Sablosky, one of the Finish Line founders. In talking to Larry, I found an opportunity of a lifetime. That’s when I joined Finish Line. And I have never looked back.

What are the two most important skills you’ve learned and used on your climb up the career ladder?

Being in management, I think the #1 skill you have to have is being able to coach a team. I have always compared it to being a good parent. As a parent, you want the best for your kids. It’s the same in being a good coach.

And I guess #2 would be hard work. Nothing replaces hard work. I think you can get anything you want in life if you are willing to work hard enough for it.

Finish Line has had a long partnership with DECA. Your company sponsors an Employment Partnership Program and the Sports & Entertainment Marketing Competitive Event. Finish Line also provides a number of scholarships, and you serve as Chairman of the National Advisory Board. Tell me more how the relationship started and the benefits of partnering with a student organization like DECA. Do you have a favorite DECA/Finish Line activity?

I was first introduced to DECA when I worked for Kinney Shoes. They’d had a long partnership with DECA and I knew that it was valuable to Kinney’s. I took that information with me when I went to Finish Line. When we were ready, I reached out to DECA to get our partnership started.

The Finish Line/DECA Partnership has many benefits – on both sides of the ball – but we are specifically focused on hiring DECA students in our stores. Their schools are a good overlay to our stores and the tie to the classroom provides a reliable source of semi-trained, career-focused employees.

As an Ops guy, my favorite part of the partnership, of course, is the bottom line. DECA students make up about 10% of our overall workforce and consistently outperform all other hiring sources for our company. We also gain valuable market information through our working relationship with DECA classes because the students are our core customer group.

That said, probably the most rewarding part of our partnership, for me is, our scholarship program and participating in DECA’s Executive Mentor Program. The thrill I get from encouraging and interacting with these young people is just incredible.

Your company holds an annual DECA Day with store managers. Why does Finish Line want to hire DECA members for its stores?

As I mentioned, DECA students represent 10% of our store employees – and we want more. DECA students are already trained in marketing, sales and service – and it shows. They routinely outperform our other hiring sources in every measurable category.

What advice can you share with students and young professionals on how to advance in the industry?

Retail is an incredibly dynamic industry. It also allows you to work just about anywhere you want to live. Those are VERY big benefits to consider when thinking about a career. As far as advancing, retail is very similar to other industries. You need to find the sector of the industry that inspires you to excel, work hard – and you will.

Finish this sentence, I love working in retail today because….

I am a very competitive person and I think retail is a very competitive industry. Change is a constant. It requires you to lead versus follow, to be successful.

NRF Foundation encourages you to vote for DECA in the Pepsi Refresh Project every day until April 30. The Pepsi Refresh Grant will help DECA expand on the development and delivery of their Competitive Events Program, of which a number are retail-focused.

What was the main purpose of your trip to China?

NRFF initiated a program to prepare candidates as managers of retail operations in Beijing last December when Sarah Conrad, NRFF’s Director of Learning Operations, delivered a Train-The-Trainer session. I visited Beijing to meet personally with all those interested in the success of this program in China. This included NRFF partners: Castle Worldwide (CWW), China Chamber of International Commerce (CCOIC), and Global Business Solutions (GBS), and other Chinese retail trade associations, retailers and educators.  NRF, through NRF Foundation, was specifically sought as a key partner in this endeavor because of NRF’s brand and the level of confidence and prestige it enjoys around the world.  My goal was to support the in-country program and to witness it firsthand.

NRFF with partners Castle Worldwide, China Chamber of International Commerce
and Global Business Solutions

Tell us about the curriculum that NRFF has helped put in place in Beijing.

NRFF created the training, Retail Operations and Management Curriculum, with help from a team of retail experts from Saks, The Home Depot and other retail companies, and has been used in the U.S. for several years. Working with Castle Worldwide, we engaged Subject Matter Experts in both the U.S. and China to review, validate and localize the training to ensure that it has the same relevance and success in effectively communicating the skills and knowledge that it currently does in the U.S.  This is critical as China’s retail industry continues to expand and require prepared and experienced managers for Chinese retailers and those entering this exciting retail space from around the world.

What was the best part of your visit?

I had the opportunity to watch a class of about 20 young people being trained – the first time I’d seen this done in a language I could not understand.  It was beyond exciting and even moving to see the work NRFF and its U.S. retail partners have done for more than a decade to develop standards-based training and certification validating and impacting young people starting their careers on the other side of the world.  While I didn’t understand the words, I clearly got the level of excitement and interest the management trainees displayed for this new way to approach managing a department or even a store.  I was dazzled as I watched them work together eagerly to solve problems and manage scenarios that they will soon encounter as new managers.  Hands in the air! Big smiles! I’ve got the answer to that one! You’re on our team!  I stood there watching these kids’ opinions of their futures change and felt so lucky to be there for so many who have done the work to make this possible.

What is your expectation for the curriculum offered in Beijing 5 years from now?

We met with officials from the Beijing Technical and Business University (BTBU) and, with members of their faculty, discussed for an audience of retail Human Resource managers how this training can provide benefit for their companies.  The University committed to add this training to its offerings, which was very exciting, as we understand that this will create the impetus for our partners CCOIC and GBS to engage other institutions of higher education to quickly adopt this curriculum or be left behind.  We already have strong interest in other provinces and our partners in China are enthusiastically spreading the message.  Our success in providing a generation of trained Chinese retailers will, of course, depend on many variables outside anyone’s control, but the signs are good and NRFF and CWW are well into development of the second level of education, Advanced Retail Operations and Management, and will deliver that training in Beijing in July.  We’ll then work on the third area of interest, Customer Service and Sales and Selling Skills. It’s easy to see that the opportunity is huge as more affluent consumers up the ante for retailers. Fortunately, there are so many people eager to build relevant skills sets that can help them get jobs in industries with a future that the stars seem to be aligning.

What is the opinion of careers in retail in China?

We visited a number of malls and some shops while in Beijing and, of course, had the opportunity to speak with Chinese retailers from many provinces who had gathered for the convention of the China Department Store Summit, sponsored with the China Commerce Association for General Merchandise. My colleague Denise Brasse, SVP Industry Relations at NRF, and Kimberly Grabel, SVP Marketing at Saks Fifth Avenue, joined me in speaking at this conference.  It’s clear from our conversations that luxury is the name of the retail game in China, and careers in retailing around an esteemed or aspirational brand are viewed quite positively.  My honest opinion is that retailing, in some ways, is new ground.  Chinese agencies are investing in retail as their economy grows, to fulfill the needs and wants of their growing middle class.

There’s a great opportunity for China’s retailers to match the level of esteem for retail careers with that being given to the new lifestyle and choices retailers deliver to their customers.  We’ll continue to work with our partners in China to offer the best lessons learned by retailers in the U.S. and elsewhere in how to invest in optimizing their workers’ skills and performance, not only to grow sales, but to wow the customer – a sure way to engage the associate and raise the customer’s opinion of the role that associate plays.

What else did you do on your trip?

I shopped, of course! I’m a big fan of pearls and was given the “secret location” of the best place to get great pearls in Beijing.  Let’s just say that I was not disappointed and even got a bit of holiday shopping done in advance this year.

I ate!  Our Chinese hosts were so gracious and kind, offering us the best of everything and I thanked them with my chopsticks.  If I wanted to know more about a certain dish (and I did) the chef was brought from the kitchen to discuss – again, thanks to our very accomplished hosts, who translated for me.  Great fun!  We were accompanied by our hosts to climb the Great Wall, an overwhelming and humbling experience, to tour the Forbidden City, which defies description, and to visit the former Olympic Village and Tian’anmen Square.  History and time have new meaning since this trip and I’m looking forward to moving some things around on my reading list to try to keep these new memories alive.

We continue the Q&A with Kip Tindell, to learn more about his first start in retail, what he looks for in new hires, and what it takes to advance in the industry.

You began your retail career in high school working in the paint department of Montgomery Ward. How did that experience lead you to open your own store, and how did it shape your view of retail?

I’ve always loved the excitement of retail. The theater of it. The smile on the customer’s face when you’ve helped her find the exactly right solution for what ever she is working on that particular day. We really wanted to create a niche in the industry – and at the time it was putting together a collection of products that helped solve myriad challenges – it was all left up the to the creativity of the salesperson and the customer working together.

What do you love most about the retail industry?

That it’s ever-changing and that we must continue to provide added value for our customers, while staying true to our core brand and business. And the people!

On the flip side…what’s the biggest challenge?

Of course, in this economy the challenge is making sure that we’re providing the experience and value that customers are looking for, while staying true to your brand. Day in day out…it’s ensuring that we hire and keep great employees in retail…it’s all about the people.

You’ve been at the helm of The Container Store since 1978 when the first store opened. Since then, you’ve undoubtedly hired hundreds, if not thousands, of people. What are the most important traits you look for when someone comes in for an interview?

We love to hire a peer to our customer. Someone with great life experience, say sending a child off to college or organizing a business. Great energy, attitude and interpersonal skills. People who love to sell and problem solve solutions for our customers.

Tell me something about your company that most people don’t know.

Hmmm. I bet most folks don’t know that our very first employee that we ever hired still works here. Her name is Barbara Anderson and she started more than 30 years ago as our first salesperson and today is one of our fabulous Vice Presidents of Stores.

Also, I don’t know how many people know that we have an unofficial, internal mascot – Gumby. He represents for us the flexibility you have to have in retail.

What advice can you share with students and young professionals on how to advance in the industry?

Be bold and brave in taking ownership of your training and education – don’t wait for formal training to come your way. Speak up and speak often. Become a true merchant – read, read, read about what’s going on in the business pages and in the retail industry.

Kip Tindell was elected as the Chairman of the NRF Foundation Board of Directors in January. Read the full interview with Kip on NRF’s BIG Blog.

Here are a few of their tips:

Going abroad. Many companies will be looking to expand into new international markets as the economy starts to turn.  If you’re interested in going overseas, companies will be more inclined to send a young person rather than a senior executive for cost purposes says Jim Viola, strategic HR and talent management consultant.  However, as Robert Diee, senior manager – learning design at The Home Depot pointed out, there is a transition period that college grads experience when entering into the workforce.  It will serve you better to tackle this transition first by putting a few years of retail experience on your resume then combining your effort with a cultural transition.

The power of networking. Kira Martin, a student from Florida State University explained to the panel that while she is in excellent academic standing, has lived in China, has retail experience;  she has applied to numerous internships and has yet to hear from ANY she’s applied to!  Rick Philips, Ph.D, chief technology officer and VP of Business Development for Castle Worldwide explained that the lack of response from employers is more a sign of the economy then it is her resume.  In which case all three panelists agreed that you’ve got to try even harder to market yourself with networking – not just online such as Facebook and Linkedin but by making face-to-face connections with employment opportunities.  Moderator Christopher Hollins, VP, retail industry strategic relationship group, American Express adds that getting a job in today’s economy is 5% talent and 95% effort.

Developing your skill set. When you secure an internship, make sure you’re getting the most bang for your buck.  If you’re not able to work for your dream company, you still should be developing a skill set that you can offer to your future employer.  Internships are a great way to get your foot in the door and many companies will be more likely to hire you after you’ve been exposed to their culture and environment.

Note: You can read a full recap of of the students’ presentation over at NRF’s BIG Blog.

Sarah Conrad, Director of Retail Learning Solutions, at the Forbidden City. Sarah visited China as part of NRF’s retail management training initiative with CASTLE Worldwide.

What did you learn about retail management in China that you didn’t know before?

Surprisingly, most retail management candidates coming out of college degree programs have no practical experience.  They have studied the concepts, but have never put them into practice.  That’s why it was so important that when we developed the new Retail Operations Management curriculum that it was extremely experiential in nature and that students get the chance to get their hands dirty.  The concept was VERY well received.

I can certainly imagine there were some language barriers. How did you manage them?

In my travels I found that most people I met spoke very little English. There were several instructors who had actually spent some time at Universities in the U.S. and Canada, so there were either people who spoke a lot of English fairly well or almost none–not a lot in between.  I had an amazing translator for all my work-related communication, which was a necessity! Hotel front desk staff were relatively fluent and, interestingly, the young men and women who staffed Beijing’s famous indoor market, “Silk Street,” all spoke excellent English in order to capture the HUGE tourist market.  I managed to learn just enough Chinese words to be polite!

What opportunities are there for retailers to grow and/or develop in China?

I was shocked to see and learn about the power of the luxury goods market in China.  Not only was every famous luxury brand represented in the local malls and shopping districts to attract and appeal to tourists, but the Chinese consumers are apparently very brand conscious as well, and willing to save for months to be able to sport that monogram or wear that favorite label.  When you consider the salaries of the typical Chinese worker and that the markup on these goods is higher than in the U.S., it is an amazing realization.  The retailers are certainly capitalizing on this and I imagine will continue to do so as they consider expanding into this unique market.

Did you have any time for sightseeing? Where did you go?

I did a lot of my sightseeing through the car windows as we drove all over the city to meetings. Our itinerary was so full.  I did manage to get to see the Forbidden City and Tiananmen Square.  I look back now on the pictures and can’t believe I was really there!  I planned to go and visit the Great Wall, but the weather turned and there just wasn’t enough time to really do it right.  So, instead, I did some extra shopping!  Next time I also hope to see the Bird’s Nest at the Olympic Stadium.

Describe your experience working with Chinese trainers.

I worked with about 30 trainers, and found them to be so eager to understand how business is done here in the U.S.  It was clear that U.S. retailers are regarded as experts and they just wanted to know how everything works here.  The concept of constructive criticism is not really accepted in China, and we had some unique challenges working to get the trainers to suggest areas for improvement within their own companies or even among our group. They were all so excited about what they were learning and very anxious to put their new skills into practice.

Did you eat anything that you had never tried before?

Almost every meal was an adventure!  There were lots of delicacies and I quickly realized that Chinese food here in the U.S. is not too authentic.  I tried almost everything and was fascinated by such dishes as pig intestine, jelly fish, stomach and a few other local favorites.  We got to experience Cantonese, Shanghainese and Szechuan style food and I would say that my favorite new foods were all Chinese fruits and vegetables that we just don’t get here.  I will admit that I became a real pro with the chopsticks!

Did you visit any US-based retailers while you were in China? (ie: McDonald’s, Starbucks, Best Buy, etc.?)

The only U.S.-based retailer I visited was McDonald’s on the last day.  We were all missing the familiar tastes from home!  The big difference was that they actually had an option to order right from the table with a waitress.  The menu was only in Chinese however, so we just had to point to the pictures of the food we wanted.  I was curious if they had the same names for their burgers, but never found out.  I can say with confidence that it tasted just like home!

What’s next for the Retail Operations Management program? Will you be delivering the curriculum and certification exams in any other countries?

Retail Operations Management training will begin to be delivered very soon with the next phase being the creation of an Advanced Retail Operations Management curriculum and Certification in early 2010.  Now that we have the initial curriculum developed, we can begin to promote it more broadly both in and outside the U.S.  So far, we have been in discussion with 4-5 other countries who are paying close attention to what NRF Foundation is doing and who are eager to implement similar training and credentialing in those countries.

For more information about NRF Foundation’s retail management training initiatives in China, read the press release.

School stores are part of Career and Technical Education (CTE), and DECA’s School-based Enterprise Program. The NRF Foundation is a member of DECA’s National Advisory Board, and at their annual meeting last week, I had the opportunity to speak on a panel about workforce preparedness. Alongside me were students from Stone Bridge High School’s DECA co-op and School-based Enterprise Program, their adviser (and CTE Department Chair) Donna Celio, and Tracy Aguilar, Manager of Field Staffing-Marmaxx, from The TJX Companies, Inc.

Tracy Aguilar, TJX Companies, speaks about recruiting workers for retail,
at DECA’s NAB meeting, at the Capital Visitors Center in Washington, DC

On this panel, we discussed the importance of preparing students for the transition from school to work, and how to provide meaningful work experiences that build skills employers value. Listening to the students talk about running their school store, it is clear it is a powerful teaching tool. Students inevitably learn management and leadership skills – all the while learning about the retail business. I shared how the NRF Foundation’s training and certification programs play a role in CTE by integrating industry-developed standards in curriculum and giving students the chance to earn a professional certification that showcases their knowledge and skills. TJX explained how they use their partnership with DECA to recruit these well-trained students for jobs in their stores. TJX recognizes that CTE students will come to work more prepared and productive from day one.

Many students’ first exposure to retail is in high school. If step one is training them for their first job in retail, I think we’re well on our way. Now, for the next step – recognizing and rewarding high-performers, and keeping them excited about working in retail. While we’ve started down this path, we still have a little further to go.

This blog post first appeared in Retail’s BIG Blog.

Don’t they look happy? That’s Zappos letting employees be themselves.
photo from Jake Chessum, Inc.com

The company, and the CEO, have been profiled in virtually every business and trade publication. Everywhere you turn, there’s an article on how the company has sky-rocketed to fame and fortune (Amazon recently bought the company for over $800 million). Just a week ago, I saw that New Yorker magazine published a thorough inside look about the company.

Then, a colleague of mine forwarded me a slideshow on Inc.com, highlighting the company’s best practices in customer service and employee engagement. There were five simple points (view the slideshow for more details):

1. Try everything — such as offer free shipping, free returns, have 24-hour (attentive) customer service
2. Let people be themselves — allow employees to make decisions without consulting managers
3. Get serious about training — require a rigorous training regimen for new hires and long-term employees
4. Open up — encourage employees to Tweet, give customers (fans?) tours of company headquarters
5. Get happy — bring joy to customers and employees

Tony Hsieh is rumored to be writing a book, tentatively titled Delivering Happiness. Hsieh tells the New Yorker, it will focus on a “combination of Zappos, the culture, core values, and the science of happiness.” When core values include: Create Fun and a Little Weirdness, Build a Positive Team and Family Spirit, and Embrace and Drive Change — yes, those are things I can’t get enough of.

“Sales – when done right – is more than a job. It is an art.” – Ben Stein

Ben Stein, the lawyer, writer, actor and economist, recently wrote a great article for The New York Times about the sales profession, and the respect he has for it. His first job was selling shoes for Shoe Giant. He recounts special memories of people who have sold brilliantly, including car and insurance salesmen, and says that each of us (doctors, lawyers, waiters, etc.) sell something every day. We sell ourselves, our beliefs, our services, our products, our daily specials.

Stein goes on to describe sales as, “It is learning the product you are selling, learning it so well that you can describe it while doing a pirouette of smiles for the customer and talking about the latest football scores. It is knowing human nature so well that you can align the attributes of your product or service cleanly with the needs and wants of your customers.” Sales is a balancing act, and an art form.

Have you encountered an excellent salesman? How do you sell yourself? Share your comments below.

Do you love working in retail? NRF Foundation wants to hear from you!

Having been a part of this industry over the last three years, I’ve already heard so many unique and inspiring stories from retailers about how they got their start and why they love doing what they do. Like the man who went to work for a home improvement store because he spent so much time there while renovating his house. Twenty years later, he’s still there. Or, the guy who sells outdoor apparel and sporting goods, and is super successful because it doesn’t feel like selling when you’re talking to people about the stuff you love. Then, there’s the young manager of a toy store who is constantly energized by the chaos that comes with working in a toy store.

Retail is an industry where your passion can be your work. It’s an industry that has so much variety – marketing, advertising, buying, and logistics. And, it’s an industry that employs a lot of people — about one in five workers.

Here’s how you can participate:

• Share a Twitter-style comment below — make a quick statement telling us why you love retail.
• Write a blog post. Sign up as an author on our blog and share your personal experience about working in retail. Pictures are encouraged.
  
• Record a video and send it to us. As an example, check out last year’s winners of the Intercollegiate Retail Challenge who recorded a video about their experiences.
• Join our Facebook group and write a message on our Wall.
  
• Send us an email, or mail us a good old-fashioned letter. We still like those too.
  

We can’t wait to hear your story!

When I saw this Retail Sales Training video from Beyond the Box, I was reminded that associates don’t have to be pushy, but they also shouldn’t be afraid to ask for the sale. Retail is, after all, a sales driven business. And, that being said, there’s no better way to advance your career in retail than success on the sales floor.

Beyond the Box Retail Sales Training Tip Video

NRF Foundation has a number of resources to help improve performance in the areas of gaining customer commitment, offering add-ons, closing the sale, and implementing a follow-up plan. We also have a National Professional Certification in Sales that formally documents that a candidate has the knowledge to apply sales skills and make a judgment about what is best to do in a sales situation. So, if you are in need of some new sales training resources, don’t be afraid to ask for that either.

NRFF will create this “community” through the new Retail Careers Center website, this blog, and our social networking group on Facebook.

These online features will help us create awareness, generate excitement, and promote the diversity of retail career tracks and opportunities.  And, we can’t wait for you to join us!  Please join our community, and share with us why you love working in retail.

NRFF is committed to ensuring a knowledgeable next generation of retailers, and assisting retailers and business partners recruit, manage, and develop talent.  Through NRFF’s industry training and professional certification programs, the Foundation will challenge, educate, and excite tomorrow’s retailers.