Study On Optimization Of Motivation Mechanism Of Frontline Staff Of C Bricks And Mortar Store

As the online purchase gradually diversification,product enrichment,the bricks and mortar stories are facing intense competition.Besides,the foreign bricks and mortar story brands also withdraw their business from Chinese market.The bricks and mortar stories’ turnover has been cut down and this forced the stories laid off the staffs,control the staff training budget and close the stories.In this kind of the market situation,bricks and mortar stories should speed up business transition.Compared with online purchase,the advantage of bricks and mortar stories is customer can face to face talk to alive person.While the way to use this advantage to improve the customer purchase experience is the key point for the stories to improve the competition power.However,the frontline staffs of the bricks and mortar stories’ are low educated,older age,and manifold quality.And still their action,attitude,appearance and eye contact have great effect to the customer purchase experience.Therefore,to stimulate the frontline staffs,and infuse passion and more smile face to their service to the customers,and lead to improve the per customer transaction.So stimulate the frontline staffs is the significant problem for bricks and mortar stories.C supermarket frontline staffs are used as the research example in this paper.First,the theoretical basis and research status analysis are summarized by literature research method.Second,collect information about the staffs situation and current stimulation policy in C supermarket.And put forward questions that exist in the current stimulation policy for frontline staffs by analyzing the information.The prioritization scheme is demonstrated from currency and non-monetary aspects after the exist questions.In Monetary part,on condition that the basic salary and other monetary welfare,implement the performance pay that bind with the achieve efficiency and extra turnover after the performance pay,and the higher efficiency and the more extra turnover after the performance pay,the more the frontline staff can earn.In the non-monetary part,professional train,promotion prospect,friendly work environment and the recognition to the staff’s work are help let the frontline staffs notice that they are valued by the company.In the final part of the paper,the implement of the improved stimulation policy and the supporting measures are introduced.The essence of the paper is to help the bricks and mortar stories pay more attention about the advantage that they have and that is the frontline staff and offering some reference advice to stimulate the frontline staff.