July 2024 | FutureofWork Embracing the Shift: Strategic Change Management for Retail Growth

Change in the retail world isn’t just inevitable — it’s constant and relentless. Fresh trends drop overnight, and consumer preferences shift in the blink of an eye. Nevertheless, many leaders see change as a hurdle, not an opportunity. 

But Michelle Ojulah, the visionary founder of Threads Creatives, sees change management optimistically. With over 25 years of experience at iconic brands like Marks & Spencer and George at Asda, she has made it her mission to revolutionize how businesses embrace and manage change.

Turning Change into Opportunity

When Michelle established Threads Creatives five years ago, she identified a significant gap in how businesses managed transitions. "Change management often has a negative connotation, associated with redundancies or major structural changes," Michelle explains. "However, I see it as a positive force." For Michelle, change management is about aligning a business's strategy with its execution, ensuring that everyone in the organization is on the same page and moving towards the same goals.

"It's about supporting new directions, such as management structures, product launches, or other exciting developments. It's crucial to align the team with the new vision and strategy to ensure success."

Change management is about aligning a business's strategy with its execution, ensuring that everyone is moving towards the same goals.

The Human Element of Change

The most critical aspect of change management, according to Michelle, is addressing the human element. "Different personalities react to change in various ways. Some embrace it, while others fear it," she notes. Effective change management requires understanding these different perspectives and addressing concerns head-on.

"Aligning the team with the vision and ensuring they are on board is crucial for success," Michelle says. This involves clear communication, empathy, and a focus on the positive aspects of change.

"It's essential to take key members from each division to form a team for implementing change, ensuring everyone agrees and signs up despite their existing responsibilities. Once senior leaders are on board, identify 'super users' within the team to champion the change and onboard the rest of the staff."

At Parla, we work closely with these ‘super users’ and have seen first-hand the significant impact they have on the success of new programs and technology implementations. Michelle advises that “effective change management dissolves workplace frustrations by integrating creative strategy with a seamless, logical process."

Michelle’s 5 tips on how to think about change management:

1. Ensure Change Benefits Employees

Change should always be beneficial to employees. If financial gain is the sole motivation, the change initiative is likely to fail. Employees must see and experience the benefits directly to foster acceptance and engagement.

2. Improve or Streamline Processes

Change should aim to improve or streamline processes, never to complicate them. Simplifying workflows and eliminating inefficiencies can lead to higher productivity and job satisfaction.

3. Engage and Communicate with Stakeholders

Effective communication is crucial for successful change management. Engaging stakeholders, including employees, customers, and partners, ensures that everyone understands the reasons for the change and their role in the process.

4. Focus on End Users

The people who will ultimately be the end users are the most important part of the change management process. Their needs and feedback should be at the forefront of any change initiative.

5. Monitor Progress and Adapt

Change management is not a one-time event but an ongoing process. Continuous monitoring and adaptation are essential to address challenges and ensure the change initiative stays on track.

Change management isn't about the process, it's about the people.

Fostering a Culture of Experimentation and Innovation

Michelle advocates for a culture of flexibility and agility, where experimentation and innovation are encouraged. "Companies with a culture of flexibility and agility are more open to change management," she says. "It's about giving team members ownership of decision-making and fostering a test-and-learn culture."

This mindset allows businesses to adapt quickly to shifts in their markets and stay ahead of the curve. Michelle encourages companies to adopt a "fail fast" mentality, where they are not afraid to test new ideas and learn from their experiences. This approach minimizes risks and costs while allowing the company to identify and implement successful strategies.

Embrace Change for Growth

“Change management should be one of the first considerations, yet it’s often the last thing thought of."

Michelle's insights remind us that in the ever-evolving world of retail, embracing change with a positive and proactive mindset can turn intimidating challenges into opportunities. By focusing on the human element and fostering a culture of innovation, businesses can navigate change more effectively and thrive in the competitive landscape.

Embrace change, support your team, and watch your business grow.

Watch the full conversation here.  Read more from Michelle here.