Customer engagement: Grocers love for their employees to talk to customers. Some chains have even required it over the years, employing secret shoppers so that if they come within a certain proximity to an employee, the chain wants to know: Did the clerk greet the shopper? Did the clerk ask the shopper if they found everything all right? That sort of thing.
Yeah, that sort of thing gives me the heebie-jeebies too.
That’s because a grocery chain should absolutely encourage employee engagement with customers, but it should be part of the training to be natural about it, as shoppers can sense if the interaction is contrived. That’s why it’s important for a chain to look for and hire people who are naturally helpful and friendly to begin with and to work with more introverted employees so that they learn to initiate some conversation while on the sales floor.
The produce department is especially the stage for such interaction.
This is because in most produce aisles, stock levels can go from full to low in one steady shopping surge. An hour or so of increased traffic or a longer shopping period dictates that displays need replenishment, and this requires produce managers and clerks to be the all-hands-on-deck crew to maintain fresh offerings and acceptable stock levels.
And of course, while this is all happening it’s only normal for produce people to be in the midst of all that shopping. Even when it’s not a big crowd of shoppers, the produce clerk is the face of the company, and they should know something about customer engagement.
The greeting, of course, is important. Just saying hello with a smile means a lot, even if the customer is only focused on grabbing what they need and moving on with their busy day. A greeting is also a good security measure, as (while shoplifting fresh produce is uncommon) anyone in the store with ill intent is far less likely to be problematic if the merchant acknowledges their presence.
Following up with a casual, “Are you finding everything all right?” goes a long way with customers as well. Most shoppers respond with a polite, “Yes, thanks,” but sometimes it creates an opening to help find an item — which triggers further sales and builds that shopping basket just a skosh more. Every item helps.
Most experienced clerks can read a customer’s body language. If someone seems perplexed while trying to find a ripe melon, hesitates while choosing mangoes on a display or studies a posted sign longer than usual, it’s a good idea to offer help. It’s likely that the customer needs it.
Many customers need help at one point or another in the produce aisle, and you are the expert to help them in the moment. Most customers are grateful that you step in to help with an item selection or a sample.
Interacting with customers can reach a counterproductive point as well. I recall that sometimes, clerks would start chatting with a shopper, and the conversation would go on (and on) to the point that I would have to walk by with a discreet look of “C’mon, wrap it up already.” The clerk would get the message. And when we got out of earshot of the customer, I’d remind them that it’s great to talk with customers, to be a popular clerk, but they also need to limit the conversation so that it doesn’t interrupt productivity either. It’s a fine balance, but clerks must be trained to have that internal clock timer to know when this point has arrived.
A common fault, but a fault all the same.
So, it’s good to be the on-floor goodwill fresh produce ambassador — to be the one who can direct customers to the apple variety they’re looking for, to help explain how to best cut up a pineapple or pomegranate, what vegetables are best for stir-fry, and so on. Produce clerks should offer help, greet customers naturally and be the friendly face of the company, as much as possible. It’s a great way to help build a customer base, increase sales and instill confidence.
Just don’t turn the conversation into, you know, a filibuster.
Armand Lobato’s more than 50 years of experience in the produce business span a range of foodservice and retail positions. He has written a weekly retail column for nearly two decades.
