Processes are everything in running a retail store. When team members know what they\u2019re responsible for and the area of the store they operate within, nothing falls through the cracks,<\/p>\n
Most importantly, when your business runs like a well-oiled machine, store visitors get the frictionless shopping experience that convinces them to buy.\u00a0<\/p>\n
Splitting your team into front of house and back of house is the simplest way to break down responsibilities and areas of the store. This guide explains the difference between the two, the retail positions associated with each, and the benefit of having both teams in sync.<\/p>\n
Front of house (FOH) refers to any customer-facing employees in your store. It\u2019s their job to create a friendly shopping environment, solve customer questions, and guide visitors toward a purchase.<\/p>\n
\nFOH employees must possess excellent customer service skills. They must have good communication and negotiation skills because they are the frontline workers, dealing with customers face-to-face.<\/p>\nRobert Johnson, marketing director at Coast Appliances<\/cite><\/footer>\n<\/blockquote>\nWhat is the back of the house?<\/h2>\n Back of house (BOH) refers to any non-customer-facing employees, such as accountants or stockroom managers. These team members don\u2019t interact with customers face-to-face. Instead, they manage store operations and keep things running smoothly from behind the scenes.\u00a0<\/p>\n
FOH vs. BOH in retail<\/h2>\n Front of house staff are customer-facing employees. Those working in the back rarely come into contact with customers, but that doesn\u2019t mean they play any less of a role for your store. Teamwork creates a seamless shopping experience for in-store customers.\u00a0<\/p>\n
Say, for example, a customer visits your store looking for a new pair of sneakers. The shop floor only showcases one pair of each design. Your FOH retail associate helps the customer choose one.\u00a0<\/p>\n
Once a customer has decided, the retail associate goes to the stockroom and asks a BOH inventory specialist to find the same design in the customer\u2019s shoe size. Both teams have worked together to try and make a sale, even though just one team member communicates with the customer.<\/p>\n
\nBOH employees bear the backlogs, technical issues, and other problems encountered by the FOH team. They must be excellent planners, be analytical, and have good problem-solving skills to perform their roles properly.<\/p>\nRobert Johnson, marketing director at Coast Appliances<\/cite><\/footer>\n<\/blockquote>\nCommon areas for FOH staff<\/h2>\nEntry<\/h3>\n When new shoppers enter your store, first impressions count. Front of house employees should be there to greet potential customers, making them feel welcome and comfortable during their visit.\u00a0<\/p>\n
The entrance of your store is also a great opportunity to learn more about your potential customer. What drew them to your store? What are they looking for? What problems are they looking to solve? Answers to these questions help you fine-tune your sales approach.\u00a0<\/p>\n
Sales floor<\/h3>\n The sales floor is your front of house team\u2019s main focus. FOH retail associates should keep the area neat and tidy, optimize the store\u2019s layout, and process payments at your checkout desk. It\u2019s their job to guide first-time visitors toward choosing the right products and leaving with a purchase.<\/p>\n
Changing rooms<\/h3>\n Changing rooms are an important part of most shopping experiences. The ability to touch, try on, and interact with products influences 82% of people to do their initial shopping for a product in-store instead of online.\u00a0\u00a0<\/p>\n
Whether it\u2019s a virtual fitting room or traditional changing area, FOH employees manage this area. It\u2019s their responsibility to keep the area clean, move unwanted inventory back to the sales floor, and prevent theft.<\/p>\n
Common areas for BOH staff<\/h2>\nStockroom<\/h3>\n Back of house retail staff manage your stockroom\u2014the holding area for unsold inventory.\u00a0<\/p>\n
While customers don\u2019t see your stockroom, it\u2019s important to keep the area clean, clutter-free, and well organized. The easier it is to find a specific product, the faster it\u2019ll be to provide a customer with the products they want to buy.\u00a0<\/p>\n
Warehouse<\/h3>\n Larger retail stores, or those with multiple locations, often store inventory in an offsite warehouse. These storage areas can be much larger than any individual store, and come complete with their own BOH teams.\u00a0<\/p>\n
Warehouse staff\u2014including quality control associates, inventory receivers, and machine operators\u2014receive inventory and manage order fulfillment. They pick, pack, and ship items to a customer\u2019s home address if the item the customer was viewing in-store wasn\u2019t immediately available to take home.\u00a0<\/p>\n
Retail office<\/h3>\n Think of your retail office as the hub for your back of house operations. Whether the office is in the back of your store or offsite, it\u2019s the place for accountants, marketers, and buyers to come together and make sure the back end of your business runs smoothly.\u00a0<\/p>\n
FOH retail positions<\/h2>\nRetail associate<\/h3>\n Retail associates are among the most important employees you can hire. Also known as sales associates, they\u2019re front of house employees who deliver customer service and convince shoppers to purchase your products.\u00a0<\/p>\n
This type of FOH employee is responsible for:\u00a0<\/p>\n
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