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Millennials & Retail
Sarah Dunn Accounting
Jacqueline DurandFinance
Kenneth GillpatrickAccounting
Natasha IwanowMarketing
Victoria MelloAccounting
Ryan McDonoughAccounting
Christopher McNamaraAccounting
OUR TEAM
Background . . . . . . . . . . . . . . . . . . . . . Jacqueline Task & Survey Design . . . . . . . . . . . . . . . . . SarahSurvey Findings . . . . . . . . . . . Victoria & KennethChallenges . . . . . . . . . . . . . . . . . . . . . . . . . . Chris Strategies for Success . . . . . . . . .Natasha & RyanSummary & Discussion . . . . . . . . . . . . . . . . Ryan
AGENDA
“Treat everyone, customers and fellow employees, as you would a member of your family.”
Background Task Survey Findings Challenges Strategies Discussion
Family Oriented
Customer Service
Northeast Based
COMPANY BACKGROUND
Background Task Survey Findings Challenges Strategies Discussion
• Main recruiting focus:– Technical positions– Customer-oriented positions
• Decentralized approach– Hiring manager heavily involved– Active networking
• Multiple outlets– Various venues & platforms
• Employment branding
Background Task Survey Findings Challenges Strategies Discussion
CURRENT RECRUITING STRATEGY
Are tires and auto service not “sexy” enough?
Background Task Survey Findings Challenges Strategies Discussion
TASK: WHY NOT SULLIVAN TIRE?
28 of 66 respondents interested in retail
30 of 66 respondents interested in Sullivan Tire
Potential Employees
Background Task Survey Findings Challenges Strategies Discussion
Sales & Sales Rep-resentatives
60%Soft Goods (clothing, footwear, cosmetics,
etc.)22%
Hard or Durable Goods (automobiles, electronics, sporting
goods, etc.)10%
Food Products8%
Definitions of Retail
Background Task Survey Findings Challenges Strategies Discussion
SURVEY FINDINGS: RETAIL PERCEPTIONS
Equally Prestigious
57%
Less Prestigious43%
Do you consider careers in retail to be less prestigious than other industries?
“Yes, its less prestigious. It
seems like a fall back option where you
primarily work as a sales person.”
“Retail can be just as prestigious as other industries. However, most
people just see it as working the
floor and selling.”
Background Task Survey Findings Challenges Strategies Discussion
SURVEY FINDINGS: RETAIL PERCEPTIONS
No62%
Yes38%
Would you consider taking a job in retail upon graduation?
“Yes, depending on the type of position and if I would have the ability to potentially grow in the company. ”
“No probably not, as retail has a reputation as being a hard industry to work in.”
“Yes. This environment sounds stimulating and allows individuals to grow in their career and in their "people skills.“
“No, the buying environment does not appeal to me.”
Interested56%
Not In-terested
44%
Does a challenging work environment that deals with the buying public interest you?
Background Task Survey Findings Challenges Strategies Discussion
RETAIL PERCEPTIONS – CONT.
“No, because I would like to enjoy what I am working with. Even if I'm not directly working with tires, I want to be passionate about the company as a whole, and I don't feel any connection to tires”
“No, I don't know enough about them as a company. I would want to work for one that is more prestigious. Also, other companies recruit on campus, and I think it is easier to seek a job opportunity from one of those companies”
Background Task Survey Findings Challenges Strategies Discussion
Would you consider working in retail for Sullivan Tire in customer service or management of a retail
location?
SURVEY FINDINGS: SULLIVAN SPECIFIC
Have you heard of Sullivan Tire prior to this survey?
Yes83%
No17%
Background Task Survey Findings Challenges Strategies Discussion
SULLIVAN SPECIFIC – CONT.
Is a family oriented organizational culture important to you in terms of culture?
Yes61.5%
No 38.5%
Background Task Survey Findings Challenges Strategies Discussion
SULLIVAN SPECIFIC – CONT.
Background Task Survey Findings Challenges Strategies Discussion
1. Lack of Awareness
2. Low Accessibility
3. Public Misconception
CHALLENGES
Background Task Survey Findings Challenges Strategies Discussion
STRATEGIES FOR SUCCESS
• Increase presence at job fairs• Enhance on-campus recruiting efforts• Create a strong, competitive internship program• Internships for credit • Emphasis on technology
Background Task Survey Findings Challenges Strategies Discussion
TARGETING MILLENNIALS
Store Manager
$100,000+
Assistant Store Manager ~$70,000
General Service or Sales & Service~$35,000
Background Task Survey Findings Challenges Strategies Discussion
CAREER PROGRESSION
Background Task Survey Findings Challenges Strategies Discussion
CAREER PROGRESSION
Store Manager$100,000+
Assistant Store Manager$70,000
General Service or Sales & Service$35,000
Why are millennials attracted?1. Career progression2. Training/development3. Personal growth4. Rapidly changing
environment
Additional benefits for Sullivan Tire:1. Discover hidden talent2. Knowledge, Skills,
Attributes3. Aligns competencies
with requirements4. Satisfaction Attrition 5. Stronger talent
Background Task Survey Findings Challenges Strategies Discussion
ROTATIONAL DEVELOPMENT PROGRAM
• Sullivan Tire has a competitive benefits plan
• 64% of millennials highly value their benefits plans
• Ideal: Custom benefits with simple guidelines
• Key to attract and retain
Background Task Survey Findings Challenges Strategies Discussion
BENEFITS PLAN
3 Key Takeaways:1. What Millennials Want2. What You’re Doing Now3. What We Recommend for the Future
Background Task Survey Findings Challenges Strategies Discussion
SUMMARY
Background Task Survey Findings Challenges Strategies Discussion
DISCUSSION
