It is in the encounter between employee and customer that a company truly shows its face – its brand. But retail is often overlooked in the debate about the future labour market and skills.

When was the last time you had a really good experience in a retail store? And what made it good? Usually, it is due to a combination of your problem being solved and being greeted by an employee who is both skilled at their job and able to create a personal and engaging customer experience.

It sounds simple, but it is far from easy. Most of us can quickly recall experiences that did not live up to our expectations.

In 2024, the retail sector had a turnover of around DKK 418 billion, and at the end of the year, approximately 234,000 Danes were employed in the industry. Yet it plays a surprisingly small part in the debate about the future labour market and skills requirements, and that is a problem.

A quick glance at my favourite AI shows that only 10–20% of young people choose to pursue vocational training. According to the latest analysis from the Danish Trade Union Council, the majority of them leave within the first 15 months. This creates challenges for both the skilled trades and commerce. And that is problematic when good customer experiences and quality craftsmanship are competitive parameters for many companies.

Retail is undergoing changes

Retail is often overlooked in the debate about the future labour market and competencies. Of course, it is essential to focus on academic education, digital skills and innovative entrepreneurial journeys. But it is not either/or. Just because something is highlighted as important in the future does not mean that other areas are any less important.

Retail is undergoing changes, and technology in particular is playing an increasingly important role. Few of us can imagine a world where we don’t shop in stores. As technology becomes more prevalent, the human dimension of presence and personalisation in customer service becomes crucial to the customer experience. The choice between technology and people is therefore not an either/or, but a both/and.

Competent employees are therefore still crucial to the success of retail stores and to the livelihoods and careers of many people. They keep the wheels turning in stores across the country and help to develop the business and the customer experience. But they will only remain skilled and attract new talent if we also recognise their potential, competencies and efforts.

Retail builds the brand

It is in the encounter between employee and customer that a company truly shows its face – its brand. Loyalty is created in the details, in the guidance and in the relationship. This requires professionalism, personal effort and ongoing training and development.

Our colleagues at the Flügger store are in daily contact with professional craftsmen, homeowners and customers with a wide variety of needs. They need to be knowledgeable, have good situational awareness and be able to balance service, advice, sales, and expertise.

That is why we see retail as a core competence in our business model at Flügger. It is crucial that our colleagues are well-trained, well-prepared and equipped for the task. We invest specifically in training because it is a prerequisite for delivering the experiences we want our customers to have in our stores.

Not something you just ‘do’

Retail is not something you just ‘do’ while waiting for something else. It is both a career path and a competence building industry with opportunities for development, responsibility and influence.

Many employees begin their careers in the store and progress to other commercial roles within sales, service, management, or other functions within the group. We also have many employees who come from the painting profession and develop skills within sales, retail, service, and technical consulting.

We are honoured that many remain with us for many years, continuously building relationships and developing their expertise in the painting profession.

Retail requires a deep understanding of people, products, and business. Of problem solving, leadership, collaboration and communication. The industry is undergoing exciting developments, and we promote this development by recognising good customer experiences and thorough advice. And finally, by continuing to invest in the development of people, leadership and technology.