Where have all the sales assistants gone?

IF I could give one piece of advice to any retailer on the high street today it would be this: Never underestimate the significance of your store staff.

When I joined Tesco in 2001 as chief executive of its clothing business, building up a dedicated and fully-informed staff was key to turning F& F into a billionpound concern. We held two giant conferences a year for store clothing managers, where ranges were discussed and feedback gained. Each manager went home with a video of the day – and a budget for a wine and cheese party for those on the shop floor.

Today, most retailers seem to treat staff as an afterthought. Last time my wife needed a new pair of trainers, we went to a huge sports store. We needed assistance to find her size, but there was not a soul to be seen. At the tills, a young woman said her manager wouldn’t let her leave her post. On leaving, I thought: They’ve spent millions on stock, an expensive location and topquality buying team – but scarcely a penny on service. No wonder people prefer shopping online.