How to Manage Multiple Retail Store Locations

Having one flagship store is a success in itself. However, some retailers choose to open multiple sites to further increase sales revenue, customer footfall, and brand awareness.

Managing multiple retail store locations is a complicated responsibility to maintain. Retail employers need to understand what the rules are when it comes to running multiple stores, staff, and services.

Without proper management, you could end up relocating employees unlawfully, breaching contractual terms, and facing tribunal claims. For further advice, contact one of our expert HR advisors free of charge today.

Now, let’s look at how employers can manage multiple retail store locations within their business.

What is a multi-location retail business?

A multi-location retail business is a company that operates several physical stores across different geographical areas. These stores may offer the same products and services; or they could vary depending on individual site goals.

An example of a multi-location retail business could be a supermarket chain that operates in various towns. Or a clothing brand that’s situated in multiple shopping centres. Whilst the reasons behind having multiple stores may vary, most retailers will consider the following:

Multiple storefronts: The main values or ethos of the retail business is presented across all or a majority of the stores.

Centralised management: The business hosts a central management team that oversees all stores. Each site-manager answers to the business’s centralised team.

Scalability means: Having multiple stores allows retail employers to increase their sales potential by reaching new customer markets.

Can you relocate employees across multiple locations?

Yes, employers can relocate employees across multiple retail locations. But only if certain legal requirements are met. These include:

Employment contract: Employers have a legal right to transfer an employee between work locations if it’s agreed to within their employment contract. This is known as a ‘mobility clause’.

Reasonable adjustments: Employers must make considerations before relocating an employee. This might include thinking about distance, travel time, or any impacts to the employee's personal life (i.e., like, if they have childcare responsibilities).

Consultation: Employers must communicate with the employee about potential relocations first. They should consult them about the move as soon as possible.

How to manage multiple retail store locations

Increased sales revenue, wider customer footfall, greater brand awareness… There are plenty of benefits behind opening multiple stores for your retail business. But before you start choosing locations, employers need to think about what steps to take beforehand.

Let’s take a look at how employers can manage multiple retail store locations within their business:

Simplify your daily operations

The most important step to take when managing multiple retail stores is following a simple process. When you simplify daily operations, it makes running multiple sites easier for you, your site managers, and their teams.

Try simplifying procedures for your customer experiences, staff rotas, and product/service management. This step is particularly beneficial for employers who can’t directly monitor stores simultaneously.

Invest in valuable workers

Every business will benefit from having professional, loyal, talented workers – and this is especially apparent in the retail sector. Investing in valuable employees will help represent the true ethos and vision of your business.

If you plan to send employees across multiple locations, make sure they contractually agree to this beforehand and are aware of the move. With the right people, you’ll be able to meet professional standards, increase productivity, and grow brand awareness.

Keep open communication across sites

Retail employers will often feel like they’re being tugged back and forth across multiple locations. Whilst you can’t be in two places at once, it’s important to personify a vocal presence across your sites.

Email correspondence and weekly meetings should be set as the foundations of communication. From here, try using multiple communication tools like calendaring, surveys, and discussion channels. This will help ensure the right information is being relayed across different sites.

Choose the right software and tech

In today’s society, it’s nigh impossible to avoid digital advancements and tech trends. Choosing practical software and technology is crucial for modern retail businesses. Some of the most useful ones to invest in are:

Ecommerce software: It’s never too late to set up a good online store, even standalone ecommerce platforms. Choose one that has POS systems that offer ecommerce functions. That way, you’ll be able to sync your online and in-store activity across all retail locations with just one platform.

Marketing software: Building strong relationships with customers is already rule number one within retail businesses. A great way to invest in this further is through marketing tools, like automation software. With the right software, you’ll be able to present content and offers targeted to your specific consumer group.

POS software: Having a modern POS software is an unbeatable investment for your retail business. Not only will this prove useful across multi-location stores, but it also streamlines your inventory automation – eliminating human errors and hidden costs.

Invest in proper store security

Security management is an imperative part of a business, especially within the retail sector. Investing in smart technology and security integration can help retail employers manage multiple stores whilst improving performance and sales. There are different ways to invest in proper store security, like:

Smart security cameras: Video cameras are useful for all-hours surveillance. They can also be used for live check-ins, access control, and out-of-hours deliveries.

Store access control: Smart technology like access control allows managers to give people admittance to the workplace remotely. For example, if a delivery manager forgets their key, the employer can unlock the premises through access control.

Remote delivery tracking: Similar to access control, remote delivery tracking also provides employers with accessibility at all hours. This type of tracking helps employers stay on top of deliveries, locations, arrivals, and issues.

Smart lighting and energy: Using smart thermostats and lighting helps employers make huge savings on their energy usage across multiple locations. Not only does this help keep track of energy bills, but it provides real-time reactions to potential trespassing or criminal activity.

Video surveillance: Video surveillance is used to provide advanced business analytics to collect data through queue monitoring, foot traffic, and heat map data.

Keep clear distinction between stores

The last thing you want to deal with is a site manager overriding another site manager. Especially when competition is fierce between store locations. Not only does this ruin morale, but it leaves employers with having to deal with pacifying two branches.

A great way to gain visibility without inviting chaos to your business is through using software with tiered access permissions. Employers (and HQ staff) will have full control over all matters. Having centralised platforms that consolidate data from all locations provides you with flexibility to identify authoritative figures and make amendments to that information.

Conduct regular audits for quality control

Employers should conduct regular audits and inspections across individual sites. These help keep consistency over the quality of products or services across every retail site – without impacting individual site manager’s workload.

Audits aren’t solely used to highlight business issues. They can also be used to implement proactive measures in encouraging improvement and consistency. Make sure you review audit and inspection findings on a regular basis, like every quarter. This will help determine whether store performance is satisfactory, or if it requires additional guidance.

Keep track of site KPIs and performance reviews

Just like reviewing performance for individual employees, you should do the same for every one of your retail sites. Tracking performance per store will help highlight which is your best performing store, and which require improvement. They can also signify whether certain areas do better than others.

Business decisions shouldn’t be based on subjective data. Rather, they should reflect concrete, performance-based assessments. You can use metrics to track things like sales figures, foot traffic, conversion rates, average transaction values, customer satisfaction scores, inventory turnover, and so much more.

Get expert advice on managing multiple retail store locations with Peninsula

Retailers with multiple stores are a clear representation of ever-growing business success. At this point, it’s important for employers to invest in the right methods that will encourage steady growth, sales, and revenue – without impacting other retail sites.

Peninsula offers expert advice on managing multiple retail store locations. Our 24/7 HR advice is available 365 days a year. Want to find out more? Book a free chat with one of our HR consultants. For further information, call 0800 051 3685.