Convenience store employees have been working on the front lines of the pandemic for eight months and deserve recognition for their hard work. Since these stores were declared “essential businesses” at the start of shelter-in-place orders in March, these employees have been the unsung heroes of 2020.

A survey by Goldman Sachs showed the immense popularity of hard seltzer convenience stores. Outlet sales were up 190% in the third quarter of 2020, when compared to last year, a result partially attributed to the traffic decline at on-premise locations.

We are all navigating uncharted waters. Grocery shopping has become a stressful experience for many, between numerous product shortages and, at times, occupancy limits with lines to get inside.  Supermarket chain Albertson’s finally had their IPO this summer, after years of failed attempts. Albertsons, and its Safeway and Jewel-Osco stores, are part of an industry in the midst of record demand.

When you only need one or two items, it can be difficult to justify waiting in double digit lines just to get in the grocery entrance, however. Quick trips keep social contact to a minimum.  Convenience stores have played a vital role during this tumultuous time, and their employees deserve our appreciation – as well as management’s.

Retail employees are risking their lives, and not always receiving hazard pay as a result. As of this week, a quarter of a million Americans have lost their lives due to the COVID-19 pandemic.

Many of these people were frontline workers, including doctors, nurses, teachers, and of course retail employees working for essential businesses, making sure the rest of us were able to cope during this terrifying and unusual time.

A recent article in CStore Decisions describes the need for managers to recognize their employees’ contributions during this historic pandemic. They note that over the last decade, the top performing convenience stores all share one important factor in common: these stores put their employees first.

This culture shift of investing in employees has led to promising results, with increased retention. According to CStore Decisions, “when employees feel valued, they’ll create a better experience for your customers and, in turn, drive business up along with your company’s reputation.”

The Disney Institute and McKinsey & Co. conducted a joint study on creating a memorable customer experience, finding that it comes down to “method, not magic.” They state that if companies want happier customers, they should hire happier employees and train them to be able to serve the necessary skills to do the job. It is easier to teach people new skills than to change their entire dispositions to meet your staffing needs.

Essentially, the website posits, happier employees yield more satisfied customers. Call it “trickle down customer service,” if you like, but it makes sense. In a time when we are being advised to work from home as much as possible and avoid seeing anyone outside of our household, it is not uncommon for convenience store workers to be the only outside, face-to-face contact we have in a day.

When we are advised not to see our loved ones for their own health and safety, these fleeting in-person connections are more important than ever. As CStore Decisions eloquently says, “dedicated employees are on the front lines every day serving customers, providing a memorable shopping experience and just being a friendly face in difficult times.”

We all owe these brave workers a debt of gratitude, including company management. The least we can do is be kind and try to keep each other safe during this latest surge.

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