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In Between the Numbers: The Omni-Channel Paradox: Will Less Store Staff Mean Less Online Revenue?

October 26, 2011 at 9:22 am PST

Was reading the National Retail Federation’s forecast for Holiday 2011.

One topic caught my eye: the expected level of seasonal store-level employment.

The NRF expects that the industry will hire between 480,000 and 500,000 seasonal workers this year, roughly equal to last year’s 495,000.

We can expect a majority of those individuals to be in the stores – hired at the store, for the store.

A big question for retailers in this omnichannel world: What’s guiding the hiring?  Comp-store forecasts or the needs of the omnichannel shopper? If it’s store-level revenue, there’s a good chance of a critical mismatch between the needs of the brand and the level of onsite support.

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