14 Jun The Beckham Effect – Bricks vs Clicks
Our Best is What we Fail at the Most
“Give that man a knighthood!” shouted the excited commentator. When David Beckham scored his most famous free kick goal against Greece in the 2001 World Cup qualifier, the crowd erupted.
A foul committed ten yards outside the Greece box saw Beckham awarded the ball. In seconds he launched a short run-up, and with an effortlessness that captivates us still on YouTube[i], scored a crucial goal. With completely relaxed artistry, for which he is now famous, he bent the ball thirty yards around four-players into the top left corner of the goal. All this, well into extra time. All this, playing his first cap for England.
It’s easy to view his successful career and believe he’s simply gifted, but this isn’t the whole story. As a boy of six playing keep-me-ups with a football he got to ten in a row and then challenged himself to fifty. By nine years of age, his personal record was two-thousand-and-three keep-me-ups and he would complain of sore legs after doing it!
As a kid, despite all those times the ball must have dropped, Beckham kept on practising keep-me-ups. When he reached that level of mastery, only then did he move on to something new – you guessed it – free kicks. It’s clear that Beckham was determined, hard-working and disciplined, and as a result of this he became ‘great’. It is also true to say that the things he became best at are the same things he failed at the most.
The lesson Beckham can teach Retailers
Today, we can communicate across society in ways we’ve never seen before in any era, and this is a great thing. We can all watch and re-watch that goal, for example. As bricks and mortar retail embraces technology and provides a seamless ‘technical’ customer journey, it can be too easy to fall into a doom-laden trap and make short-term judgements predicting the end of high street stores.
Online shopping as the cause of falling footfall may, in fact, be a short-term trend. As far as shoppers are concerned according to Deloitte’s Global Powers of Retailing (2018) report, it’s ‘not about bricks versus clicks, or one channel versus another.’ In fact, consumers are ‘channel agnostic’ in the sense they don’t care where they make purchases.[ii] It might as well be in a store, but it can be anywhere online, too. Retailers operating in this new retail environment, where customer experience is supreme, know only one thing for sure: the shopper is clearly in the driver’s seat and is more connected and empowered than ever before.
They are also still coming into stores, and when they do, it follows they are more likely to want to buy than ever before. Browsing, and the conditions which meet pre-shopping needs are covered online. The lesson for retailers is this; it is more important than ever to give your customers an exceptional experience and help them make good buying decisions.
The RPS Performance System. Bringing out the best.
At RPS, we specialise in people performance. We bring performance coaching methodology and compliance coaching to store level, sales level, and area level staff. If you own more than one store, you know when you look across the numbers and there is an in-store spread in performance of 25% or more that a performance opportunity is just waiting for your people to take on.
A good High Performing Area Manager makes a 30% difference to top-line sales whereas a poor Area Manager will cost you 30%!
Your Area Managers will only become great if you set them up to win! Think of it this way; when your bottom performer gains even half a percent, it is technically half a percent onto the top-line sales figure. To improve them, it’s a matter of coaching to the same mentality Beckham used when mastering those keep-me-ups: become the best.
At RPS, we don’t work with empty clichés such as ‘work smarter not harder’, but with repeatable processes designed to identify and correct gaps in the performance and behaviour of your salespeople. RPS offers hands-on leadership workshops that teach managers how to move their KPIs, leading to greater sales revenue. We shut out the noise, we don’t deny technology, but we believe people hold the solutions to retain your brand’s value in the long-term.
We can help you get to ‘great’ in your stores. You can book your people on an RPS Area Managers Performance Workshop by calling 01344 849397 or email Scott Reid firstname.lastname@example.org to discuss a tailored in-house programme.
The RPS performance system, based on Olympic sport performance principles, has delivered great results for retailers for over 30 years.
[ii] Deloitte’s report Global Powers of Retailing (2018) Transformative Change, Reinvigorated Commerce pp5.