The Basics

The Retail Experience Manager

The Retail Experience Manager (RXM) is arguably the most impactful role in the store. No other single person has as much influence over the customer experience and the culture of the store as they do - by driving daily store operations, leading teams, and ensuring our core values come to life in every customer interaction.

Because the RXM oversees the sales floor, we suggest all outfitters should report directly to them. Although other store leaders don’t report to the RXM, they are still responsible for those leaders’ performance on the sales floor when they’re assisting customers.

To be successful, we recommend that an RXM spend as much time as possible on the sales floor monitoring the customer experience and developing their team. It is not recommended they have marketing, training programs, or other auxiliary responsibilities.

Additionally, to create the most significant impact when the RXM is on the sales floor, having one RXM across multiple stores is less than ideal, as this will limit their engagement in each store. The best practice is to have one dedicated RXM for each store.

RXM Responsibilities

The RXM is responsible for creating a consistent, world-class Retail Experience in their store through their team of Outfitters. Their responsibilities can be divided into two buckets: people development and sales floor management.

People Development

Focusing on developing their people has many benefits for businesses, but ultimately, employee development means stores have the best possible workforce. When our employees are adequately trained, they can better serve Fleet Feet customers and deliver the top-level customer experience Fleet Feet is known for.

Responsibilities listed under ‘People Development’ include:

Hiring
New Hire Training
Continued Development

Sales Floor Management

The sales floor is where Outfitters can put into practice the training the RXM provides. It also allows the RXM to observe an Outfitter's behavior and coach them in the moment.

Responsibilities listed under ‘Sales Floor Management’ include:

Team Leader
Team Communication
Scheduling

Ideal RXM Schedule

An ideal schedule for an RXM balances time between customer-facing duties on the sales floor and essential administrative tasks. It is recommended that RXMs spend around 80-90% of weekly hours on the sales floor, particularly during peak sales floor hours such as weekends and holidays. This ensures they are actively engaged with customers, coaching staff, and monitoring store operations in real time. Being present on the floor allows the RXM to lead by example, support team members in delivering exceptional customer experiences, and make quick adjustments to improve performance or resolve issues as they arise. Their presence also fosters a sense of camaraderie and accountability among the team.

For the remaining 10-20% of the time, it is suggested that the RXM be dedicated to administrative responsibilities that keep the store running smoothly. This can include writing the staff schedule, attending leadership meetings, preparing for team training, and reviewing key performance metrics. While these tasks are crucial, we recommend that they be completed efficiently to allow the RXM to focus primarily on creating a positive customer experience. Maintaining this balance ensures that the RXM stays connected to the core operations of the store while still fulfilling their role in planning, strategy, and team development.

Measuring Success as an RXM

So how do you measure your level of success as an RXM? As noted above, the Retail Experience Manager has a tremendous impact on the performance of their store and the health of the business as a whole. By focusing predominantly on improving the performance of their team of Outfitters, the RXM can influence the experience for all customers, increasing the likelihood of word-of-mouth referrals and increased sales. This lift in the bottom line allows the business to give more back to its community through hiring more staff, increased charitable giving, etc. As RXM, they can truly grow your store from the inside out!

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