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How to transform company values into frontline action

Struggling to make your company values resonate with frontline employees? Read on to learn why traditional approaches fail in the fashion retail sector and discover actionable strategies to bridge the gap between HQ and the people who represent your brand every day.

Woman in retail with a we're closed sign

Are your company values being ignored? 

Have you ever experienced something like this: you want your company values to be lived throughout your business, so you plaster the walls with inspirational posters, send the occasional all-staff email, and cross your fingers that they’ll care as much as you do. But outside of HQ, it seems that nobody cares. Especially not the frontlines employees.   

Why? Because they don’t feel connected. They don’t feel seen. And they don’t think those values have anything to do with their daily lives. 

This isn’t just a “you” problem. It’s an industry-wide problem. And the stakes are massive. 

Gen Z - the backbone of the fashion retail sector - will vote with their feet and walk away if you don't deliver. 

Frontline Employees Are Disconnected from Company Values 

Your frontline employees are your brand’s face, voice, and heartbeat. But they’re also the most disengaged. According to Gallup, only 23% of retail employees feel engaged at work. That’s a shocking gap for an industry that thrives on delivering exceptional customer experiences. 

Why are they so disconnected? Because traditional top-down communication is broken. Here’s what’s going wrong: 

  • Values feel generic: A vague mission statement like “We value integrity and innovation” doesn’t resonate when employees are sorting clothes for your January sale.  
  • Outdated one-size-fits-all messaging: That company email you communicate through? Many of the frontline employees never even look at it. 
  • No room for feedback: Employees want to feel heard, but most frontline workers never have a chance to give input on company decisions. 

 

Why this disconnect should keep you up at night 

Think disengagement isn’t your problem? Think again. A disengaged frontline employee isn’t just unproductive; they’re actively costing your business. 

  • Turnover is skyrocketing: Gen Z - a massive chunk of the retail workforce - are more likely to job-hop when they feel disconnected from their company’s mission. 
  • Customer experience suffers: Your frontline team’s mood directly impacts customers. A disengaged employee can turn a promising sale into a lost opportunity. 
  • Reputational damage: Employees talk. And when they feel undervalued, their complaints echo through Glassdoor reviews, social media, and even their TikTok videos. 

 

If you’re not prioritizing employee engagement, you’re sabotaging your bottom line. 

Solution: personalize engagement with digital apps 

The future of employee engagement is digital. And it’s personal. Here’s how Relesys’ personalized employee engagement apps bridge the gap between your HQ’s vision and your frontline employees’ daily grind: 

  • Inspire through storytelling: Share real-life stories of frontline employees embodying your company’s values. Recognition programs within the app can spotlight these individuals, making the values feel real and achievable. A great example of this in practice is our client Fenix Outdoor, who created the campaign #biketowork. 
  • Turn values into action: Create challenges like “Who can sell the most eco-friendly items this week?” or “Which store hits the highest customer satisfaction rating?” Rewards tied to these competitions encourage employees to embody your company values in measurable ways. 
  • Language localization: Speak directly to your employees in their language—literally. With localization features, you can ensure your values resonate across all your markets. 

 

Turn your frontline into brand ambassadors 

Here’s the big payoff. When you invest in personalized employee engagement, your frontline team becomes your greatest asset. Here’s what happens: 

  • Increased retention: Employees who feel connected to their company values are less likely to leave. 
  • Stronger customer connections: Engaged employees are more likely to provide exceptional service that creates loyal customers. 
  • Enhanced employer branding: When your employees feel proud to work for you, they become your loudest advocates on social media and beyond. 

The fashion retail sector moves fast. The brands that thrive are the ones that invest in their people and their communication.  

Are you ready to transform your team into values-driven ambassadors? Book a demo, and let’s make it happen. 

 

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