Alexandra Levit's Water Cooler Wisdom

The Future of Compensation in the Age of Adaptability

In ManpowerGroup’s 2024 Age of Adaptability report, we discussed how workers are expecting greater customization in all aspects of the employee experience – which, of course, includes compensation and benefits.

Since the business world became more structured more than a century ago, fixed and consistent compensation among groups of employees has been the standard, but increasing hyper-personalization is a thread that runs through all our considerations about the future of total rewards.

In HR.com’s 2024 report on the future of compensation and total rewards, 70% of leader respondents agreed that updating their organization’s total rewards strategies will help keep pace with changing attitudes around compensation. In addition, 85% said that it’s important to modify reward strategies for individual contributors.

In this piece, we’ll explore compensation best practices as we approach the quarter mark of the twenty-first century, such as agile compensation models, pay transparency and equity strategies, lifestyle and financial wellness offerings, and the involvement of AI in decision-making – which could paradoxically make compensation more uniform at a time when employees are demanding the opposite.

Pay Grades and Salary Bands No More

Traditionally, organizations made compensation decisions based on pre-set pay grades and salary bands, but in the post-pandemic business world, many question whether this model is fair, equitable, or well-suited to rapidly evolving conditions.

My research suggests that the most effective compensation strategies are more agile and allow organizations to recalibrate total rewards based on real-time factors inside and outside the company.  And rather than being assigned a one-size-fits-all title, salary, and benefits package upon hiring, employees can now customize the total rewards package that best matches their individual preferences based on an a la carte menu of options.

As Anita Lettink, a global future of work expert and the author of Equal Pay for Equal Work, told me, this approach works better because we can no longer view employees in homogenous groupings when offering rewards. “People don’t adhere to specific life stages anymore – for example, needing childcare in one’s 30s – so it makes sense to let employees pick and choose on a monthly basis,” she said.

In practice, a new hire may exchange lucrative stock options or company-funded retirement for a lower base salary. In tandem with this trend, more organizations are offering company equity to individual contributors rather than reserving it for senior leaders. Lettink said companies are also launching “employee sharing” initiatives in which workers receive payouts for something the organization created or revenue they helped to generate. “These programs encourage behaviors that are beneficial to company growth,” she added.

Agile compensation models don’t rely on a once-a-year performance review to determine an incremental salary bump or bonus, but rather leverage technology to auto-adjust rewards frequently in keeping with industry and market developments, larger economic factors like inflation, and peer feedback. These nimble strategies involve a broader range of metrics for assessing value including specialized employee skills, innovative contributions to company growth, and supervisor effectiveness.

Pay Transparency and True Equity Will Sweep the Globe

Pay transparency, which refers to openly disclosing the salary range for a given position, is considered a critical step in the journey toward pay equity. Although Lettink correctly noted that pay transparency is driving positive change for employees – especially at the lower levels – many organizations tend to drag their feet until they are mandated to deploy it. However, the concept is gaining momentum all over the world and we should prepare for it to be universal in the coming years.

Despite increased attention to the issue over the last decade, pay disparities based on race and gender remain stubborn problems. In response, a bevy of equal pay regulations designed to promote fairness have taken root. Organizations are ensuring compliance with these regulations by increasing their use of pay equity software to run statistical analyses of their compensation models, develop benchmarks, and derive core insights by comparing internal and external data.

Equity analysis isn’t just for leveling the playing field for women and underrepresented minorities. These tools may also illustrate pay disparities between employees at a specific location, function, or level and employees with similar characteristics inside and outside the company. Objective and ongoing reporting of pay gaps facilitates their immediate resolution and prevents these gaps from becoming systemic and leading to legal liability.

For the rest of this piece, check out the full blog series at ManpowerGroup.

The Future of Jobs in the Age of Adaptability

Around 20 years ago, leaders started to ask me if nascent AI-based technologies would eliminate the need for human workers. My response then was the same as it is now: not quickly and not totally.

Nevertheless, human jobs are transforming at a rapid rate. According to a 2023 McKinsey report, in the period from 2019 to 2022, the labor market in the U.S. alone experienced 8.6 million occupational shifts. This is a 50% increase from the prior three-year period, and by 2030, an additional 12 million shifts are projected. McKinsey also estimated that 30% of all hours worked by humans today could be automated by 2030.

It might be simpler if the march toward an AI-driven future meant that all human workers would eventually lounge their lives away on cruise ships – depending on technology for their very existence as in the 2008 Pixar movie WALL-E. In reality, though, humans will continue to work as we always have. The work will just look different.

The exact manner in which human jobs are evolving is driven by organizational concerns around profit and productivity. As we shared in our 2024 Age of Adaptability trends report, companies seeking to boost flagging human productivity must focus on finding the right blend of people and technology. We can do this with a thoughtful approach to job redesign and how human work can best be distributed and evaluated in the near future.

Job Redesign

I briefly talked about job redesign in the first article in this series. Job redesign is the process of rearranging or replacing tasks to better align work with real-time conditions inside and outside the organization.

While leaders may be focusing a lot of attention on job redesign now, the need for it is not unprecedented. For example, the bookkeeper job, once essential for every organization no matter how small, was redesigned in the 1980s to reflect the widespread adoption of accounting software. Back then, if you were a bookkeeper who wanted to remain gainfully employed, you had to determine how to add value beyond the software’s capabilities.

To be fair, job redesign is a more complex proposition today because the onslaught of AI-based technologies in our workplaces is impacting a larger number of jobs. But the transition shouldn’t be overwhelming, as the progression to more complete AI integration is occurring more slowly than most people think. Despite the excitement around generative AI, for instance, practical use cases are still limited. Industry analysts at Gartner even predict that in the next few years, we are likely to fall into a “trough of disillusionment” regarding what AI-based partners can do and what they can’t.

Many organizations have already learned the hard way that strategic job redesign does not involve blunt force – or bringing in a new piece of automation or an AI-based software program and letting go of all of the human employees related to that function. The most effective job redesign initiatives assign smart technology components to handle straightforward, repetitive tasks while human employees remain to provide essential oversight.

Firms like Accenture have already quantified how this shakes out. According to a recent analysis on the impact of generative AI, a current human customer service role can be broken into 13 distinct tasks. Of those 13 component tasks, four must still be fully performed by humans, four could be fully automated, and five involve human and machine partnership. Although Accenture didn’t say this, I’ll point out that the five partnered tasks require substantially more human skill than the four transactional tasks technology is replacing.

For the rest of this article, check out the ManpowerGroup Global Insights blog.

The Future of AI in the Age of Adaptability

For the next several months, I'm going to be featuring a "Future of..." series I'm working on with ManpowerGroup as part of its new Global Insights team.

Within the next five years, we anticipate that the democratization of AI-based technology will lead to greater accessibility across the organization and that employees at all levels will be empowered to integrate AI into relevant job tasks as they see fit. 

As we discussed in “The Age of Adaptability” report, businesses anticipate a 23% churn in jobs over the next five years between the creation of new roles and the reduction of others. But, because more cross-industry examples will emerge detailing how best to deploy AI, organizations won’t be as mystified by its presence and impact on the workforce. AI will increasingly be seen as a force for good!

One might imagine that a futurist has extreme ideas about the future of AI. And while it’s true that I believe AI-based technologies will be true partners in work moving forward and will play a role in the development of the metaverse and immersive work environments that Manpower recently researched, I don’t think the AI of science fiction is likely to come to fruition anytime soon. We are still far from achieving what’s called artificial general intelligence, which is a form of AI that thinks and creates on its own, essentially surpassing human abilities in all types of work.

Since AI-based technologies are not in a position to take over all human jobs as is still feared, this piece will focus on the technologies that are available now – namely generative AI applications and talent intelligence applications – and the role they can realistically play in the workforce in the coming years.

Generative AI Has Legs, But It’s Not the End

Generative AI is capable of generating text, images, or other media by learning the patterns and structure of input training data and then generating new data that has similar characteristics. A workforce-related example involves the development of sophisticated digital assistants that can use an existing arsenal of HR information to respond more accurately to online employee queries, even if they weren’t trained on those exact questions.

The technology has been introduced to the market at a very rapid pace. ChatGPT was released in November of 2022, and then shortly thereafter, OpenAI released a large language model called GPT-4 that was a measurable improvement over the original ChatGPT. Microsoft, Google, and other big technology players are quickly getting in on the action. 

But generative AI is not necessarily the massive breakthrough people think it is. Its release is more the result of a logical linear progression, as we’ve had smart chatbots for quite some time now. Although there has been significant media interest in ChatGPT, it’s not substantially different from what came before. In its current state, generative AI still requires a great deal of human oversight and regulation, and the majority of organizations are just figuring out how to use it effectively for various business purposes. So, if you haven’t cracked the code yet, you shouldn’t lose sleep over it. You’re not behind.

For the rest of this piece, head over to the ManpowerGroup's Global Insights blog.

Talent Intelligence Platforms Use Deep Learning to Close Skills Gaps

The HR community is enthralled by the idea that artificial intelligence (AI) can provide tangible benefits in the quest to effectively source and hire in a tight labor market. But how does this work in practice? 
 
It starts by understanding a branch of AI called deep learning. Deep-learning algorithms, which are inspired by the actions of the human brain, continuously analyze data with a given logical structure. This structure encompasses multiple layers of algorithms called neural networks. 
 
Deep-learning algorithms can’t predict the future or give answers that a human would agree with 100%. Yet they are still valuable. If you’ve ever used a modern search engine and been amazed by the results or if you’ve ever watched the perfect show recommended by your streaming network of choice, you have experienced the power of deep learning. 
 
The main challenge of deep learning is data — specifically, the massive amount required. The talent space alone needs billions of data points about people, career trajectories, skills, and experiences. 
 
But while AI’s reach was once limited by computing power and the availability of data, that’s no longer the case. Today, global neural nets can identify more than a million skills across the world’s 8 billion people. 
 
Then, using this data, AI engineers can develop deep-learning algorithms to determine the best answers to a defined class of questions. In the case of deep talent, such questions might include: Who is the best fit for this specific job requirement? What job is this individual most likely to hold next in their career? 
 
Understanding deep learning’s ability to harness a massive amount of data is only the first step, however. Next, we must explore how deep learning can help us identify skills and transform how we hire people. 
 
The Power of Skills Adjacency 
 
Skills adjacency refers to the inference that a person good at skill A often excels at skill B, and it helps us complete our picture of a human’s true potential and the transferable skills they possess. 
 
In my recent book, “Deep Talent,” my co-authors and I tell the story of Nico Iannotti, a top sales engineer in Europe. Nico wasn’t always involved with either sales or technology. He was, however, previously involved with customer service as a sommelier and waiter. As he put it, skills are interchangeable assets that individuals can leverage in a variety of industry roles and life situations. 
 
“Many of the skills I acquired prior to my corporate career have been very helpful in my role as a client-relationship manager and solution engineer,” he told us. “What is the link between pairing wines and selling software? Both are customer-facing roles, and both provide solutions to a customer’s problem. In both cases, you are building relationships, demonstrating empathy, and selling an emotional experience based on a specific budget. It’s just a change of context, not a completely different skillset.” 

For the rest of the piece, head over to the UKG Workforce Institute.

Don't Be Intimidated by Job Redesign

The need for job redesign is on most HR leaders’ radars in 2024. But in most organizations, it still seems to be more of a talking point than a reality. However, given that Dayforce’s 14^th Annual Pulse of Talent survey found that 37% of respondents said there is a different role with their current employer that better matches their skillset, the process seems ripe with opportunity.

Job redesign is the process of rearranging or replacing tasks to better align work with evolving conditions both inside and outside the organization. And it’s really nothing new. For example, the telegraphist or telegraph operator was one of the first tech-related jobs of the 19^th century. The telegraphist used the most modern equipment available at the time to send and receive Morse code via radio and telephone.

In the 1970s, the telegraph was mostly replaced by telex, a communications network to send text-based messages. So, if you were a telegraphist and you wanted to remain gainfully employed, you had to adapt and learn telex. In other words, the telegraphist job was redesigned with a lot of the same skills and responsibilities – minus the telegraph.

Job redesign may feel more complex and overwhelming today because the pace of technology is faster and has a broader impact in terms of affected occupations. In particular, the arrival of generative AI has leaders wondering exactly how to execute job redesign to incorporate the benefits of this technology.

Before we get into how to make the process more turnkey, let’s address what job redesign is NOT. For example, job redesign is not bringing in a new piece of automation and letting go of all the human employees previously involved in the job targeted by the automation. When integration of automation is done well, the technology takes over more straightforward, repetitive tasks while human employees provide the necessary strategic input, creativity, judgment, and oversight. And that’s where job redesign comes in.

Three practical steps for job redesign
In most knowledge-driven and in many frontline worker occupations, shifting business requirements and emerging technologies mean that employees need new skillsets. Therefore, the process of job redesign involves understanding the individual tasks that encompass the work being done, and then matching or training for skills necessary for those tasks.

Step one: Engage in task analysis

Target a small category of jobs to start, and then assemble a diverse group of stakeholders from across the organization. Make sure this group includes people across levels, and not just leadership, so you have representation from those who are close to the work.

Document the critical tasks currently associated with each job, and note where there are redundancies, areas where technology could be efficiently deployed, and places where you can build a job to become more flexible in structure and environment. You can also rank your tasks according to importance, how often they are performed, how long they take, and the skills required or how people learn how to do each task.

Step two: Create new job titles and descriptions

Next, based on your analysis, group related tasks into new job buckets. With smart technology now helping in new ways with some tasks, there may be room to remove or combine previous jobs. This may involve creating new “super jobs” that cross departmental lines. For example, the new job of people analytics manager might be technically housed in HR but include tasks traditionally housed in IT such as selecting appropriate technology applications, ensuring data quality, and communicating data-related insights to leaders and other constituents.

You can also use this exercise as an opportunity to standardize jobs titles and descriptions across the organization.

For the rest of the piece, head over to the Dayforce blog.

A New Era in Tech-Based Recruitment

Communicating with the passive candidates whose email addresses you’ve stored in your CRM isn’t a new idea. Taking a page from the marketing team’s playbook and segmenting those candidates into groups based on a common qualifier (location, career stage, etc.) isn’t necessarily new either.

What has changed in recruitment segmentation, however, is the power of technology to help talent professionals do it more effectively. First of all, since recruitment segmentation came onto the talent acquisition scene as a popular strategy, the ability to automate email campaigns and customize their cadence to the individual has grown far more sophisticated. This is done by creating intelligent workflows.

According to IBM in a recent white paper, intelligent workflows are processes created by combining artificial intelligence and predictive analytics to enable organizations to segment candidate pools and decide how to modify the experience based on the candidates’ expectations and needs.

Organizations can use segmentation and automation hand in hand to design the recruitment experience based on candidate availability, work effort and experience and to provide different levels of service at the right point in time in the hiring process.

“Automation is especially crucial in terms of speed of engaging candidates — and keeping them engaged throughout the entire process,” wrote the IBM authors. “Even with higher unemployment rates, top candidates are in high demand, and competition to hire is fiercely competitive. Organizations that do not automate the process to the degree that it both entices and meets the candidates where they are are likely to see top recruits accept offers with competitors.”

The IBM authors pointed out that by deploying intelligent workflows, HR leaders can access real-time information that gives them a complete picture of their labor and talent pools. The strategy also allows for a more conscious approach to diversity, equity and inclusion (DEI). “Instead of having to wait for historical data and react to changes that have already occurred, recruiters can create and change experiences to open doors for candidates in ways previously not possible,” they said.

They cited the example of one company that shifted from a center-based employment model to a co-location model, which meant that 40% of their employees would work virtually. But many employees in contact center positions preferred working on site, and attrition occurred.

The company then used segmentation to determine talent availability and virtually manage the recruiting process through texting, self-scheduling and video interviews. Because so many of the organization’s employees did not want to make the move to remote work, the organization added a personalized touchpoint to encourage top talent to remain in the pipeline. As the organization examined the data and was informed of the shift in preferences, recruiters adjusted their approach to improving hiring success.

Of course, the best use of software-driven intelligent workflows incorporates human recruiter creativity. My favorite example is from a Recruiting Daily blogger, Christine Hampton. She has used intelligent workflows to segment and automate communications to passive candidates by, among other things, the rejection reason and recruitment event.

“If a candidate tells me they are on a contract till December, then slamming them with jobs right now will just frustrate them,” she wrote. “I note if the candidate is interested, and I set up a multi-channel cadence to stay in touch till their contract is complete.”

Christine explained that you can have separate segments for a myriad of rejection reasons – “just started a new job,” “happy in current role,” “can’t meet salary requirements,” etc. Not only does this approach align with future recruitment marketing campaign messaging, but it also saves time and creates a platform for starting personal conversations with candidates.

She added that if you’ve been recruiting for a while, you have likely attended many events. “You meet a candidate at a job fair, and they pique your interest, but the timing isn’t right. Three months later, an opportunity arises, and you think, ugh, what’s the name of that lady I met three months ago? She had red hair, about five feet five inches, and had glasses,” she said. “I am sure I’ve had a few missed connections in the past before the CRM existed.  Now I keep a folder for the specific event and date, and the candidate is easier to find (and communicate with).”

The bottom line is an ironic one. In this new era of recruitment segmentation, the best TA professionals will leverage technology to become even better at developing strong human relationships with their top candidates.

To learn more about how to leverage technology to build a stronger talent pipeline, check out my recent webinar with SilkRoad and ERE Media!

Trends Shaping Talent in 2023

Now that we’re into the second quarter of 2023, we can see that the talent acquisition (TA) world has a different tint. Despite the specter of recent layoffs and a looming recession, widespread skills shortages and a low overall labor force participation rate (LFPR, or the number of people in the workforce or actively looking for work) mean that organizations have had to deploy more innovative recruitment strategies.

These trends are reaching critical mass:

Internal Mobility

When it comes to lateral moves and internal opportunities, most organizations have always talked a good game. However, in practice, managers were more likely to hoard top talent. A poor infrastructure often restricted employee movement from one team to another, even if a manager was supportive. But during the COVID-19 pandemic, leaders recognized the utility of redeploying workers from a slow area of the business into a more viable one. Since then, internal mobility has gained momentum.

This year is different due to the more widespread usage of technologies that drive internal mobility – namely, talent intelligence and predictive analytics. Rather than waiting for an individual employee to express interest in a given position, artificial intelligence allows leaders to proactively determine who within the existing workforce might have the right skill set to meet a current or near-future need or who could be easily trained to do so.

Executive Freelancers

The professional contract workforce has been growing for the last decade, but traditionally, freelancing was mostly limited to individual contributors in professions like writing, marketing and information technology. Because these workers usually completed work that could be more narrowly defined within the scope of a “project,” this made sense.

In 2023, however, pervasive contract work has expanded to other professions, including law and finance. We are increasingly seeing organizations using “interim” c-suite executives to take over for a leader who is on leave, to trial a new hire for fit, or to temporarily fill the position while they search for a permanent hire.

Unfortunately, it is still the case that organizations often treat contract workers as second-class citizens. But as they become a more significant percentage of the employee mix, TA leaders must leverage technology to nurture their relationships with this population and deliver the appropriate opportunities, training and communications.

For more trends, or to check out my recent webinar on talent intelligence, head on over to the SilkRoad blog.

Announcing My New Book, DEEP TALENT (in Partnership with Eightfold AI)

The world is at a societal and technological inflection point. Business leaders cite talent recruitment and development as top challenges due to talent shortages, long hiring times, and high turnover. Meanwhile, key challenges for engagement and retention include managing employee expectations in line with post-pandemic norms.

We know from research and experience that nearly 50% of top talent leaves within two years, but also that most individuals would happily stay if given the right learning and growth opportunities. But as companies grow and gain thousands of employees, CEOs tend to lose track of their workforce’s abilities. They don’t know what skills employees have already acquired at work, what skills employees are well-equipped to master next, or how certain skills can be used to grow individual careers.

We talk often about the global skills gap, but what's really behind this? After all, the jobs are there and the people are there. It turns out there's not an HR or a workflow problem, but rather a matching problem between the best people and the most critical jobs you need to fill.

Having studied the talent gap for more than a decade, I was intrigued when I learned that there is technology available today that can solve this matching problem at scale. And that's why I was so excited to have the chance to write a book with Ashu and Kamal, who have a company, Eightfold, that makes one of the most promising talent intelligence platforms available today.

That book, DEEP TALENT: How to Transform Your Organization and Empower Your Employees Through AI, is now available everywhere books are sold. You'll leave us with an understanding of how to use talent intelligence and deep learning (AI) to assess skills adjacency (if you are good at skill A, you will also be good at skill B) to open non-traditional pathways for candidates who don’t have the experience doing the exact job needed but have every ounce of capability required. You'll also be able to determine your current organizational capabilities and future needs by taking into account a global dataset of standardized job descriptions and requirements.

Although the future is uncertain, we have reason to be optimistic, because talent intelligence has the potential to facilitate a meaningful career for everyone in the world. If we’re looking, talent intelligence will show us the work to take on next to feed our skills and passions and the careers we’ve always wanted but haven’t known how to find.

 

Is Employee Monitoring Right for You?

For about a decade, donning my workforce futurist hat has required ongoing dialogue about employee monitoring tools and their inevitable march toward greater sophistication. Often, the question has not been “Will we monitor our employees?” but “What will we monitor about our employees?”

Today, employee monitoring is routinely making headlines. Stories abound of employers using monitoring software to track the location of their staff, detect signs of quiet quitting, record how much time employees spend on different activities, and take screenshots of their devices – sometimes without employee consent.

In August, the New York Times reported that eight of the 10 largest private U.S. employers are using software and other technologies to track the productivity of their employees.

According to a Capterra study reported in The Globe and Mail, 35% of Canadian employees work for a company that uses at least one monitoring tool that they know of. Another 18% weren’t sure if their employer was tracking them.

Canadian employees are divided on how they feel about being tracked. While the majority said using such tools did not affect how they work and did not impact workplace culture, 23% said it added stress and made work feel more “hostile.”

Overall, I’m not a fan of using software to track things like keystrokes, screenshots, and how much time employees are spending in various applications. If an employee wants to waste time on the clock, chances are they’re going to figure out a way to do it without their supervisor finding out. Presumably, you hired an adult to perform responsibilities as an adult would, so there’s no need to deploy technology as a babysitter.

As for efficiency, we need only look at individual and team performance metrics to determine if there’s an issue. Generally speaking, we shouldn’t care how long a specific task takes as long as quality work is executed consistently and delivered according to deadlines.

Instead of putting your technology dollars into monitoring workers and risking diminished morale and complaints over a loss of privacy, direct your investment toward cultivating a vibrant employee experience that fosters autonomy and trust. Such an experience should ideally include a mix of online and offline and human and technology-driven touchpoints.

In fact, you can use a purposeful lack of monitoring as an opportunity to survey your employees about their perspectives on company policies and start a dialogue with them more frequently about their individual goals and workload.

You might be thinking: Is any kind of employee monitoring appropriate? Given how vulnerable remote workers are to cybercrime, there may be a time and a place. Consider this: In a recent study, 80% of security and business leaders said their organizations are more exposed to risk because of remote work.

If you’re going to monitor employees for cybersecurity purposes, just remember that the goal should be protecting rather than calling out your people. And make sure you’re transparent with employees about why you’re collecting data and what you’ll be using it for.

For the original piece, head over to the Ceridian blog.

2023 Business and Employment Trends for Small Business

While business is generally stabilizing and neighborhood institutions are finding innovative ways to stand their ground against larger competitors, concerns including inflation and stubborn supply chain disruptions continue to dog many owners.

According to the November 2022 Small Retailer Report from American Express Business Class, which surveyed 300 small business retail decision makers, most small retailers currently operate in both online and brick-and-mortar settings, and retailers view their brick-and-mortar stores as a place for customers to discover and try products, as well as for boosting brand awareness and recognition.

Creating an In-Store Experience

Small retailers are encouraging their customers to shop in-store and make their in-store shopping experience more social. According to the Small Retailer Report, 69% of small retailers have offered in-store shopping experiences or events in the last 12 months, and 74% hope to offer in-store shopping experiences or events within the next six months.

State of Kid is one of those retailers that values in-store shopping experiences. A hybrid concept that combines a boutique retail experience and enrichment classes for children ages 0-8, the store launched in late 2019 and now has three brick-and-mortar locations in South Florida. Founders Alana Oxfeld and Cheryl Gonzalez created State of Kid after moving to Miami from New York and Switzerland, respectively, and struggled to find modern parenting solutions that met their needs.

“State of Kid combines retail with experiential programming. Parents can shop while they bring their children in for art, music, science, cooking, and much more,” says Oxfeld. “We offer a highly curated selection of kids’ clothes and gifts that aren’t often found at major big box retailers or on Amazon. Additionally, we are known for our exceptional service and personal connection with our customers.”

The State of Kid owners have worked hard to make their stores appealing for kids and parents alike. “Our aesthetic is inviting and playful. Children generally leave our enrichment classes—from Tumbling Tots to Jam with Jamie—with huge smiles on their faces. That sense of fun extends into the retail space, and often families congregate long after the class has ended, continuing the party-like feel,” says Oxfeld.

Milk Room, a vintage, luxury streetwear and sneaker boutique with three locations in southern California, prides itself on its custom sneakers. Founder Greg Monterrosa provides a memorable in-store experience for customers by hosting fashion, art, and music shows at each location, and running a podcast.

“Milk Room is a true community,” Monterrosa says. “Our stores are run by local designers. When you walk in, you see local art and emerging brands, and you’ll catch a scent from a local candlemaker or essential oil maker.”

Standing Out From the Competition

The Small Retailer Report also found that small retailers plan to prioritize (46% versus 37%) the online shopping experience than the in-store shopping experience in the next six months. For small retailers that operate via online stores and e-commerce, 96% hope to enhance their online shopping experience within the next six months.

Although concern about competition from big box retailers and larger chains is high, ahead of Small Business Saturday small retailers are positioning themselves for competition through customer loyalty, their prices, and their specialty products.

The owner of Dallas-based Taco Ocho, Mani Bhushan, works hard to stand out from other local restaurants. When you walk in to Taco Ocho, you will probably notice the colorful walls painted by a local artist, Latin music playing in the background, and the smell of tortilla chips baking in the oven. Bhushan, who is in his seventies and still works shifts at his restaurants, opened Taco Ocho in 2011 and has been in the industry for over 40 years.

For the rest of the piece, check out AMEX Business.