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Australian lingerie label Big Girls Don't Cry Anymore's founder, Karen Edbrooke, is urging prospective retail workers to train themselves up in IT to better prepare themselves for the post-COVID retail environment. 

Witnessing online sales increase 50% over the period, the business has brought on an additional 15 staff to manage the volume. 

But, as Edbrooke explained, a retail job is not just a 'retail job' anymore. 

"We have discovered that retail jobs now require significant tech skills above most other abilities. 

"With social distancing restrictions in place, COVID-19 has pushed many Australian businesses into the world of eCommerce. And, people are shopping online more than ever.

"We have worked incredibly hard to increase our online services, support and marketing so that we can provide lingerie to women all over the country.

"We’ve ramped up our virtual bra fittings which are now delivered over extended hours via Skype and Facetime.

"Fitting sessions are taking longer as staff now also showcase styles and different products as part of the process.

"Our staff need to be able to assist customers with their technology needs to ensure they are able to undertake the virtual sessions with ease.

"We have also increased our campaigns and communications via social media," Edbrooke continued. 

"We have introduced live streamed fashion parades and product forums to enable our customers to immerse themselves in our virtual showroom from the comfort of their homes.

"They are able to ask questions real time. Our Live Chat service has increased by over 100%. 

"What we’ve found is that our retail job skills have changed significantly. Our staff now need to be tech capable and confident working with different technology and digital platforms and programs.

"Retail jobs are no longer ‘retail jobs'. They are tech jobs with a retail focus. COVID-19 has changed retail forever and the skills needed to work in a retail environment," she said. 

Due to the surge in eCommerce and tech-related customer service, Edbrooke said that the criteria for an 'ideal' employee has now shifted. 

The skills that Edbrooke will now look for in a retail candidate include: 

  • IT literate/tech savvy
  • know how to engage with customers via Skype and other online platforms
  • have an outstanding understanding of social media
  • have an excellent typing speed
  • great written skills
  • understand how to produce video content that stands out in the competitive retail market
  • great online communications skills to help customers navigate this new world of eCommerce – especially during virtual bra fittings

"Jobs in retail are no longer about sales and service – they are about tech and communication," she said. 

"As a team, we realised that our online services and offerings were more important than ever in this heightened time of worry and isolation. 

"I am determined to make sure that we as a business continue to support the community during this difficult time.

"We are committed to continue to grow and evolve as an essential retailer for women," she said. 

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