Quarterly Outlook : May 2015 - Harrier Human Capital
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RETAIL
INSIGHT PAPER
Quarterly Outlook :
May 2015This paper provides a high level insight
into the current retail markets in Australia
and the United Kingdom (UK), with a
particular focus on the emerging trends in
grocery and their likely impact on brand,
both for employees and consumers.
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 01Easter sales figures were down again in Australia this year,
with a record 5% fall in spending across the retail sector
as a whole, amid concerns about job security, the falling
Australian dollar and in anticipation of interest rate changes.
Snapshot of Falling Easter sales have
been a recurring trend over
and has been ordered to display
notices in stores. Woolworths may
face a fine of $50,000 over its failure
Aldi will almost double its sales in
five years. It entered the Australian
market in 2001 and has a greater
account traffic data, turnover and
consultation with industry sources,
and shows areas that could have
Retail in Australia
the last three years.
to gain permission for the use of the market share here than in the UK. implications for the grocery market:
Easter sales figures for 2015 have word ‘Anzac’ as per the Protection
fallen, with a record 5% drop in of the Word Anzac Act 1920, in their Department store Myer has been Temple and Webster Homewares $28 million
aiming for $
spending across the retail sector highly contentious bid to honour asked to explain by the ASX why Various, but launched online
Kogan $300 millio
as a whole amid concerns about the Gallipoli landing. The campaign it didn’t announce that its revised groceries in Feb 2015
job security, the falling Australian was withdrawn after complaints and annual profit figure was downgraded The Iconic Fashion $31 million
dollar and in anticipation of pressure regarding the alignment from $89.6 million to $75-80 million Catch of the Day
Online deals and discounts, Catch Grou
part of Catch Group 8 years old.
interest rate changes. of their slogan ‘fresh food people’ when it announced its executive
with the campaign’s slogan of ‘fresh movements earlier in the month. Booktopia Books $40 million
Commentators on the Australian in our memories’. Target also pulled Myer claims the downgrade of the JB-Hifi
Digital and physical
entertainment content Online reve
retail market are forecasting a price products from their 26-item Camp full-year results was only confirmed
Red Balloon Experiences $60 million
war between Coles and Woolworths, Gallipoli line, following advice from the day before the results were
Contributor
moving away from what has the Department of Veterans’ Affairs announced and that there were a Dan Murphy’s Liquor Liquor Grou
traditionally been a marketing-based that they were inappropriate. number of factors that supported Lorna Jane Activewear $200 millio
rivalry. As Woolworths continues to its position would be in line with Using onlin
Shoes of Prey Shoes
invest $500 million in prices, even Aldi CEO Tom Daunt has said that forecasts. The downgrade led to an in reverse o
$69.3 millio
announcing 800 job cuts in May1, UBS he expects the discounter’s WA immediate 10% fall in share prices. Dick Smith Electronics just 5% of t
expects to see a competitive reaction and SA branches to match the 10% Appliances Online Electrical appliances $150 millio
from Coles, triggering a price war akin market share enjoyed on the east Oroton has seen sales drop by
to that in the UK, where the Big Four coast, although he acknowledged 6%, and its pre-tax earnings fall Showpo Fashion $7 million t
supermarkets in the UK have seen that this is a long term goal. Aldi to $4.5 million rather than the Stylerunner Activewear $2 million t
margins fall by 50% in three years2. Australia is planning to build two new forecasted $5.5 – 6.5 million. Both
Pet Circle Pet products $12 million
distribution centres and up to 130 Oroton and Myer are blaming
In the latest round of the ACCC’s stores across the two states over the consumer confidence and economic Adore Beauty Cosmetics $7 million a
2013 legal action, Coles has been next few years, at a projected cost of conditions for their fall in revenue. OzSale Online deals and discounts $180 millio
fined $2.5 million for the way in $400-450 million in WA, and $200 – $15 million
Klika Home and outdoor
which bakery products were being 300 million in SA. The first stores are Sponsored by Australia Post and mid-50s in
advertised. Coles has acknowledged due in 2016 and will be self-funded StarTrack, the Smart Company Vinomofo Wine $10 million
the products could have been more by the Australian business rather has published a list of the top 20 Hard to Find Curated marketplace $10 million
RETAIL INSIGHT PAPER clearly labelled and has already faced than the German parent company. online retailers in Australia for
other fines, banned advertisements Callout quote: UBS estimates that 2015. An unranked list, it takes into
Quarterly Outlook : May 2015 02“While supermarkets may be selling more,
they are peddling hard to stand still”.3
Snapshot of Sales for Asda, Sainsbury’s and Morrisons all slumped in the 12
weeks to 1 March but Asda was the worst performer, a victim
emulating Netto’s partnership with
Sainsbury’s, though they have not
approached any potential partners
later than the rest of the market)
put them ahead of Morrisons but
behind Tesco and Sainsbury’s. 2015’s
Retail in the UK
of the ongoing price war and the resurgence of Tesco.
yet. Whether this goes ahead or strategy will see Asda further invest
In such a competitive market there through ten new stores, and in not, “the potential arrival of another in driving prices down, as well as a
is no room for all four big players to London it is due to open nine new discounter in to the UK market refresh of its brand and slogan in
grow, and when Tesco improves, the stores. Lidl is creating 500 in the UK won’t make [Dave Lewis’s (Tesco line with parent company Walmart.
others suffer4: Tesco is the only one through new distribution centre, CEO)] job any easier. And Aldi and
who grew sales in that time period, managerial and warehouse positions. Lidl wont fancy it either”10 according Tesco’s March “in-store management
by 1.1%. Aldi’s sales increased by to commentary in The Grocer. shake-up”12 saw thousands of team
19.3% and Lidl’s by 13.6%, though Recent figures have shown that leaders face pay reductions of
the latter had faster sales growth in the three of the ten UK towns Variety discounter Poundland has up to one-fifth according to The
than the former for the first time where Tesco has scrapped plans to seen its sales exceed £1 billion for Grocer. In an attempt to simplify
since 2011, as Lidl attempts to win build a superstore, Lidl is the biggest the first time and is gaining 5,000 the structure and clarify lines of
“affluent customers over with better player in the local area that stands to new customers each week, as it responsibility, lead and line managers
service and more luxury goods”.5 benefit, whereas Aldi is the biggest continues to attract shoppers to have been given the opportunity
player in two of the locations. This the “strong value proposition of of taking a pay reduction, opting
The market share of the big four follows news that Tesco is cancelling the discount channel”.11 16% of for redundancy or applying for a
supermarkets is at its lowest level plans to build 49 new stores, a the total sales came from grocery new role, either in their existing
in a decade: Aldi has overtaken decision that now looks set to give which is likely to be a key strategy store or a different one.
Waitrose in terms of UK market the discounters an advantage. area this year. Poundland have 547
share, meaning it is now the sixth stores in the UK and operate 41 in Sainsbury’s brought in changes
largest supermarket. The Telegraph Waitrose remains one of only three Ireland and 5 in Spain as Dealz. to its loyalty cards in mid-April,
reports that “Aldi’s leapfrogging of players in the UK market to grow reducing the points offering
upmarket Waitrose highlights the its market share this year, alongside Asda’s sales performance sunk to its from two to one for every pound
dramatic changes in the grocery Aldi and Lidl. It has enjoyed six lowest level since Kantar Worldpanel spent. It is also no longer offering
industry”.6 Aldi continues to have years of “unbroken sales growth – began its records in 1994 at the points to those shoppers who
“ambitious growth plans”7, as it one of the star performers in the beginning of the year: Like for like reuse their bags, moves that are
plans the opening of “more than industry”9 since the start of the GFC. sales dropped by 2.6% in established unpopular with customers.
five times the amount of shop space stores in the 12 weeks to 4 January
as Tesco in 2015 and more than Europe’s third biggest discounter 2015, though Asda claims to have
Tesco, Sainsbury’s and Morrisons is reportedly considering entering an 8% average price gap with the
RETAIL INSIGHT PAPER combined”.8 Aldi is also expecting the UK market: Spanish company rest of the big four. Their Christmas
to create 500 new jobs in Wales, Dia is said to be looking at sales (announced in February,
Quarterly Outlook : May 2015 03Movers and Dave Chambers, MD of
Countdown in New Zealand
is heading to Woolworths’
Netherlands, while the supermarket
begins an immediate external search
for his replacement. This follows the
Marks and Spencer’s senior
independent director Jan du
Plessis has stepped down,
shakers “underperforming supermarket
operations” in Australia.13
ousting of five senior directors and
the redundancies of approximately
and new CFO Helen Weir has
started, following her move
20 managers just below board level. from John Lewis Partnership.
In the UK, the new Morrisons
CEO was announced in February: There have also been several high Independent retailer Nisa has
Dave Potts is an ex-Tesco director profile management changes at appointed former Tesco and Aldi
who started out as a teenaged Asda and Sainsbury’s in recent director, Nick Read, as its CEO. Read
shelf stacker. Leaving his role in months, with the latter streamlining has previously worked at Thomas
managing Tesco’s Asian business, its central divisions and bringing Cook, Lloyds Banking, Vodafone
he replaces Dalton Philips at the its supermarket and convenience and Deloitte. In a move mirroring
helm of Morrisons, alongside businesses together. Asda has seen his ex-colleague Potts’ shake-up
another ex-Tesco director, chairman a number of senior management at Morrisons, Read has axed three
Andrew Higginson. Ousted CEO changes and the departure of senior Nisa directors already.
Dalton Philips had struggled to turn company vice-presidents, and is
Morrisons around, though his tenure looking to replace Mark Ibbotson The Co-Operative has brought
at the top was in a tumultuous time as COO, following his departure in Allan Leighton as its new
in the industry, which has “seen off to the US to work for Walmart. independent chairman.
a number of other CEOs”.14 The Ibbotson was tipped to be the
biggest criticisms of Philips? His successor for Andy Clarke, CEO. Majestic Wine CEO Steve
attempts at turning Morrisons in to Lewis has stepped down after
a ‘neo-Waitrose’ – “Taking Morrisons Tesco Ireland welcomed Andrew 29 years in the business.
upmarket at a time when family Yaxley as its new CEO, from his
budgets were under increasing former position of Managing
pressure”.15 Morrisons’ Group Director for London, and John Allan
Director Casper Meijer has also left joined Tesco UK as Chairman.
the company and returned to the
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 04Emerging Trends Using Facebook as a Recruitment Tool
in 2015
Recruiting via social media is not a new phenomenon and recruiters
around Australia are well versed in the benefits of using LinkedIn to
help them fill their roles. Some even pay for premium access, leveraging
the tools LinkedIn can offer, in an effort to differentiate themselves in
the eyes of the 347 million registered users. Twitter has its fans in the
recruitment world as well – using hashtags to advertise roles, retweeting
ads or useful content, and the ability to respond to jobseekers’ questions
quickly mean that Twitter isn’t just for celebrities to share their selfies.
But what about the social media platform that has 1.44 billion users around
the world? The site that appeals to CEOs, directors and shelf stackers
alike? The site that has a new functionality that will assist recruiters
in finding passive and active candidates? What about Facebook?
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 05Emerging Trends Using Graph Search to
Source Candidates
Facebook profile. This is especially
valuable when the recruiter is
targeting a demographic not usually
including their profiles, photos,
comments, likes, friends: All of which
can be useful for TA when sourcing
and reach out as a means of direct
sourcing. But, as the CEO of Work4
Labs wrote in a post on Forbes,
in 2015 Facebook Graph Search was released
in March 2013 and its functionality
on LinkedIn, a traditionally white-
collar networking site: Within
talent for a hard-to-fill vacancy.
A contributor to the Forbes
“Graph Search is about discovering
people — their work history, their
and reach has been evolving since retail, butchers, bakers, nightfill education, their interests and
then. It combines big data acquired team leads, personal shoppers and website describes “Facebook’s their motivations — and using
from its 1.44 billion users with delivery truck drivers are unlikely evolution towards a robust platform that discovery to recruit better”.19
external data into a search engine, to to be in LinkedIn. But do you for recruitment campaigns”,18 Facebook is not a professional
provide user-specific search results. think they will be on Facebook? charted below, and asserts that networking site and, although users
It is free for everyone to use and is the social model is now “crucial” are seemingly coming round to
not specifically a recruitment tool. It According to social recruitment to the recruitment industry. the notion of being contacted by
can be used to find ‘Richmond fans specialist Chris South, LinkedIn employers through their personal
who live near Perth, WA’ or ‘guitar is “still leaps and bounds ahead in However, Facebook Graph Search is profiles, TA need to be aware
teachers who live near Hobart, terms of the depth of content” relatively new and is still evolving. of the risks involved: Infringing
Tasmania’ or ‘friends who have been offered, but “Facebook has got the Search results in North America on people’s privacy, spamming
to the Maldives’. The Graph Search volume and engagement levels”17 are still far superior to those in the passive candidates and ultimately
algorithms are designed to present to make it a viable source. Of Philippines for example. It is not turning people off their brand.
results to natural language queries – course LinkedIn is a site built on the optimised for mobile technology
no Boolean searching skills required. concept of professional networking yet. And your search results depend Facebook Graph Search is a cheap
and will return a larger number on who is in your extended network and easy way of producing research
Talent acquisition teams (TA) can of search results for a while yet, with certain items of their profile lists of passive candidates who
use this sophisticated functionality but Facebook can provide a more made public. But, it is a free tool TA want to look in to further,
as well, especially to target niche rounded profile: Has a Woolworths for recruitment to consider in rather than a list of new contacts
or candidate-short areas: Typing in employee liked the Coles careers complementing their existing to add, stalk or spam. If used
‘butchers who live near Melbourne’ page? Has a qualified baker just sourcing strategies and it does not wisely, it can become a useful new
returns a list of potential candidates moved to Darwin? Is a digital require a recruiter to magically angle in the search for talent.
to look into more closely, without designer at Tesco leaving the UK for become an expert in marketing.
being cluttered by people with Australia? Graph Search can quickly
the last name Butcher, or every index access all the information each TA can pay a fee to send messages to
butcher’s shop in the area with a Facebook user has made available, those they are not connected with
FACEBOOK’S EVOLUTION TOWARDS ROBUST RECRUITMENT PLATFORM20
If used wisely, Facebook
Graph Search can become FACEBOOK PASSIVE ACTIVE
a useful new angle in CONSUMERS R
USERS CANDIDATES CANDIDATES
the search for talent. E
C
Like Targeted Ads Social Jobs Partnership Graph Search R
U
“Publicly “Employers can Users can access “Recruiters will I
declaring their suggest jobs to “1.9 million jobs have a chance to T
affiliation with consumers”. related to their search within their S
companies”. career goals”. own networks”.
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 06Emerging Trends Talent Communities on Facebook
Australian book retailer Dymocks “filled all its Christmas-casual roles
YOUR COMMUNITY FOR SHARING CONTENT— Facebook is a social
networking site, so TA needs to remember to keep talent communities
social but professional. For example, EY staff recently shared photos of
in 2015 in the space of a week”21 without advertising. How? By leveraging
the way potential employees were engaging with its brand. Rather
than forgetting about the multitude of paper CVs brought in by
the views from their offices, giving a ‘sneak peek’ to external followers.
CSR commitments and out-of-work achievements of members of staff are
also often interesting for those outside the organisation, and can promote
book-loving customers as an expression of their interest to work positive messages about how an organisation celebrates its people.
in-store, Dymocks built an online talent community to direct their
walk-in applicants to, keeping them up to date with opportunities, The content shared in any talent community should be interesting
insights into company culture and focuses on individual stores.22 and relevant, and not consist of the same material shared on a
static careers landing page: Share employee stories, data, news of
Talent communities are a form of social recruiting, a virtual network of successful hires through the community and write with authenticity.
people who have a joint interest such as a particular organisation or a shared Allow the community to interact with each other and ask you
profession. By using social platforms such as Facebook (or LinkedIn) to host questions, but always ensure the content is kept professional.
these talent communities, TA are reaching their audience, via the channels
that they are already engaged with, rather than waiting for the audience
to apply via their job board ads or visit their company website. Internal
talent communities can also be extremely useful to recruitment and HR
throughout the employee lifecycle, segmented for alumni, new starters
and top talent, to keep target groups engaged with the employer brand.
YOUR COMMUNITY AS A DISCUSSION FORUM— Online communities
can be a hub of technical discussion and, for niche roles, can highlight
potential talent to TA or internal participants in them. TA can facilitate
and establish these forums but if internal discipline experts can contribute
to, lead and invest in making these discussions valuable, they are more
likely to attract external SMEs to participate. These internal participants
can even recommend individuals to TA for further investigation.
YOUR COMMUNITY FOR CROWDSOURCING— Crowdsourcing is often
used by well-known brands to generate solutions and innovation to their
technical or marketing problems, but is also seen as the future of recruitment:
Engaging members of a talent community to such an extent that they
consistently refer high quality, untapped talent to vacancies. Crowdsourcing
as a sourcing strategy can be complex but, as an introduction, could be a
The content shared in any valuable by-product of effective and meaningful talent communities.
talent community should
be interesting and relevant.
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 07Emerging Trends To Consider Further
When considering Facebook (or any social media platform) as a
As mentioned earlier, Facebook is not a professional networking site
though users may be becoming more accustomed to being contacted by
prospective employers. What about the TA perspective though? The better
in 2015 recruitment tool, TA and hiring managers will need to work within
their company’s HR and social media policies. Training can also be key
in ensuring everyone is using social media in an appropriate way and
connected the recruiter or sourcer, the better the search results are likely to
be on Graph Search, but how comfortable do they feel using their private
Facebook profile to approach people on behalf of work? Do their profiles
actually understands what the company’s definition of “appropriate” is. contain anything that is less than desirable for prospective candidates to
see? How much control do employers have over these considerations?
UNLAWFUL DISCRIMINATION— Unlawful discrimination can occur
in the recruitment process as well as in the workplace, and vetting The IT and infrastructure that some organisations have in place can
candidates on social media can get employers into hot water: Using it to also be a limiting factor – many block Facebook in the workplace, so
suss out an applicant’s sexuality or marital status as part of the recruitment there may be a business case to be made for granting access to TA
process for example is discriminatory. To be clear, the use of Facebook and effectively managing their time spent on the site. Preparing your
to source and perhaps even to reach out to candidates is fine until “an IT partners for the increase that they’re about to see in TA’s time
employer takes adverse action against a person who is an employee or spent on Facebook may also be important in some organisations.
prospective employee because of the following attributes of the person:
MONITORING NEGATIVE COMMENTS— How to monitor online
• race communities is a must for any employer to consider. It may be someone’s
• colour full time job to monitor comments, feedback and posts shared within the
• sex community and respond to queries as they come in. In smaller organisations
it is likely that these tasks will be shared among a team or is something that is
• sexual preference looked at by one person on a daily basis. There are also tools on the market to
• age assist with monitoring posts about brands, such as Google Alerts which emails
• physical or mental disability you every time your brand (or other pre-selected keywords) is mentioned.
• marital status However you do it, make sure that someone is overseeing your
• family or carer’s responsibilities talent community and understands what sort of posts might be
• pregnancy inappropriate or unprofessional. Bad feedback can be dealt with
quickly and does not necessarily need to be deleted: It can help you
• religion
understand the need for improvement and adds to the authenticity
• political opinion of your community – members should not feel censored and be able
• national extraction or social origin”.23 to self-manage the messages they’re posting. If there’s more than one
person hosting or contributing to the talent community, make sure
there is a pre-agreed set of guidelines in place that everyone works
How comfortable do SOCIAL MEDIA, PRIVACY AND IT POLICIES— Shortlist recently
referenced employment lawyer Nicholas Duggal on the main purposes of
to, to ensure the content shared is meaningful and professional.
recruiters feel using their social media policies when it comes to recruitment: He describes them as
Which organisations are having success with Facebook Graph
Search remains untold – if it’s working well, employers are keeping
private Facebook profile an obligation to candidates and an obligation to employees.24 Considering
how best to collate and store candidate’s information in accordance with
their success close to their chests. It may take a while for TA to
to approach people privacy laws is vital for TA using social media to attract and communicate
get to grips with but, according to Chris South, “few recruitment
companies are using Facebook which makes it an obvious choice for
on behalf of work? with candidates. Privacy legislation comes into play again when considering
how an employer regulates its employees’ social media use, such as client
businesses looking to get an edge in a talent short market”.25
and candidate contact lists on Facebook and LinkedIn: Who owns that IP?
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 08Harrier As unemployment rises to 6.2%,
the mining boom comes to
With falling Easter sales across retail
as a whole, redundancies occurring
in companies large and small,
for TA to have in their sourcing
toolkit. Working with marketing
to repurpose the material the
Observations
an abrupt end and industries
around the country feel the consumer confidence dipping and organisation already has, TA can
pinch, concern over the state a supermarket price war apparently reach out to candidates and host
looming, the focus for retail over the talent communities providing
of the Australian economy
next quarter is sure to be on cost. useful and meaningful insights in to
has very much been the their employee value proposition,
flavour of the last quarter. Traditionally cost not profit centres the opportunities available and
for a business, TA and HR have the culture of the organisation.
an important role to play in this
market of heightened cost focus. Coupled with LinkedIn, Seek’s new
The bums on seats approach just premium talent search function
doesn’t cut it anymore – if retailers and employee referrals, Facebook
are recruiting it’s because they’re can make for a compelling sourcing
looking for the right people in strategy in a business that is focused
the right roles. Sourcing needs to on cost and a need to recruit for
focus on the passive; it may not non-white collar roles. With a
be appropriate to advertise niche well-thought out communications
roles in times of redundancy and plan and the strong foundation of
it is certainly not ideal to spend policies and social media training in
hundreds of thousands of dollars place, it’s time for TA to get creative
on agencies and advertising when and embrace Facebook in their
the candidates are out there, never ending search for top talent.
waiting to be engaged with.
Facebook Graph Search, along with
other methods of talent mapping,
is an important and innovative tool
RETAIL INSIGHT PAPER
Quarterly Outlook : May 2015 09References 1. Heffernan M, 6 May 2015 , ‘Woolworths to axe 800 jobs
as weak food, petrol lead to sales fall’, smh.com.au
15. Quinn I, 9 April 2015, ‘Aldi to create over 500 new London
jobs with nine store openings’, grocer.co.uk
2. Mitchell S, 7 April 2015, ‘Woolworths urged to prepare 16. Gentle T, 14 December 2014, ‘Social media statistics 2014’, timgentle.com
for coming grocery price war’, afr.com
17. Chris South, quoted in ‘Obvious but untapped social media
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fighting back’, businessinsider.com.au
18. Le Viet S, 28 January 2013 ‘Graph Search and online recruiting:
4. Butler S, 11 March 2015, ‘Asda shows worst sales in 20 How Facebook is transforming an industry’, forbes.com
years as Tesco begins to recover’, guardian.com
19. Ibid.
5. Ibid.
20. Graphic prepared by Harrier Human Capital, based on Le
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as Britain’s sixth largest supermarket’, telegraph.co.uk transforming an industry’, forbes.com, 28 January 2013
7. Ibid. 21. ‘Retailer fills Christmas intake in one week without
advertising’, 25 March 2015, shortlist.net.au
8. Ibid.
22. Ibid.
9. Ibid.
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•
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• ‘Dia eyes UK expansion via retail joint venture’,
The Grocer, 28 February 2015, p.6 • Gilbert H, 14 April 2015, ‘Asda ups search for new COO’, grocer.
co.uk, http://www.thegrocer.co.uk/people/jobs/asda-ups-search-
RETAIL INSIGHT PAPER
• for-new-coo/516993.article, accessed 16 April 2015
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• ‘Morrisons hires former Tesco executive as new CEO’, 25 February
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• Nicholas Duggal quoted in ‘Two-pronged social media policies offer
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d+social+media+policies+offer+recruiters+the+best+protection%92
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