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Convenience Industry Action Plan Summary

Core Content

The Convenience Industry Action Plan is a strategic initiative aimed at transforming the convenience retail sector into an employer of choice. It is based on extensive research conducted by the Coca-Cola Retailing Research Council North America (NCCRRC) involving both qualitative and quantitative methods. The plan addresses the industry's growing challenges in attracting, developing, and retaining frontline staff, which are exacerbated by the increasing complexity of roles, high turnover, and negative perceptions of the industry.

Main Challenges

• Staff Shortages: The industry faces a significant shortage of frontline workers, partly due to its own success and the evolving nature of store operations.
• High Turnover: Turnover rates for store associates have increased over the years, with a notable 18.7% employee ghosting rate in 2022.
• Negative Perceptions: Many people, especially women, are deterred by the perception of safety and lack of respect in convenience retail.
• Limited Understanding: Prospective employees often have a limited or incorrect understanding of the responsibilities and career opportunities in convenience stores.
• Inaccessible Transportation: Lack of reliable transportation is a major barrier for potential employees.
• Perceived Lack of Career Progression: Many frontline workers feel there are limited opportunities for professional growth, which influences both their entry into and retention within the industry.

Key Findings from Research

• Talent Pipeline: Only 17% of the population would consider a convenience retail job without significant changes, and the majority are not interested due to misconceptions and limited understanding.
• Perceptions of Pay: There is a perception gap where people not in the industry believe quick-service restaurants offer better pay, even though convenience retail often matches or exceeds these pay levels.
• Employee Motivators: Schedule flexibility, transportation access, and a positive work environment are key motivators for potential employees.
• Manager Influence: Managerial skills and relationships significantly impact employee satisfaction and retention.
• Career Development: Training and education are crucial for career progression, with a combination of on-the-job and formal training leading to higher net promoter scores (NPS).

Main Recommendations

1. Invest in Employee Safety

• Training: Develop programs to enhance emotional and psychological safety, particularly in dealing with difficult customers.
• Technology: Implement emerging technologies such as AI and data analytics to identify and prevent threats.
• Information Sharing: Systematically share safety practices and data to improve industry-wide standards.

2. Leverage Government Relations

• Regulatory Changes: Work with local, state, and federal authorities to remove barriers to employment and strengthen anti-theft laws.
• Clarify Eligibility: Help workers understand how to meet legal requirements for employment, especially regarding income thresholds and visa programs.

3. Invest in Frontline Training and Development

• Expand Talent Pipeline: Offer training programs to attract more potential employees and enhance long-term career opportunities.
• Improve Onboarding: Use a mix of on-the-job and formal training to better prepare new hires and increase job satisfaction.

4. Improve Access to Transportation

• Support Transportation Solutions: Provide or promote access to affordable, reliable transportation options to reduce the barrier for potential employees.

5. Leverage Media to Improve Industry Perceptions

• Brand Campaigns: Develop internal initiatives and brand-building campaigns to reshape the image of convenience retail.
• Industry Messaging: Ensure consistent and positive messaging across the industry to counteract negative stereotypes.

Key Insights

• Managerial Impact: Managers play a pivotal role in shaping employee satisfaction and retention. Their effectiveness in communication and employee-centric evaluation is crucial.
• Employee Value Proposition (EVP): Improving the EVP for both full-time and part-time employees is essential. Full-time employees have a much higher NPS than part-time workers, indicating the importance of balancing employment types.
• Gig Economy Influence: Gig work is perceived as more flexible, but it is not a major competitor for frontline roles.
• Career Progression: Opportunities for career growth are highly valued by employees, and the industry must invest in programs that support this.

Conclusion

The Convenience Industry Action Plan outlines a comprehensive strategy to enhance the industry's appeal as an employer of choice. It emphasizes the need for both individual and collective action, including investment in safety, training, and transportation, as well as advocacy and perception management through government and media. The plan aims to address the root causes of labor challenges and improve the overall experience for frontline workers.