What Staff Uniforms Say About Your Business
By Angela Altass
The decision whether staff will wear uniforms, whether it be a branded shirt or something more elaborate, comes down to several factors, not the least of which is how many workers are employed at a business.
Some of the convenience stores who were contacted by Convenience & Carwash Canada, who preferred not to be mentioned by name, said their businesses didn’t have enough employees to warrant uniforms.
A benefit of providing uniforms for members of your staff is presenting professional and consistent branding to your customers, says Janice Rudkowski, assistant professor, Ted Rogers School of Retail Management.
“It makes it easy for customers to identify staff as it makes them easily recognizable and can have an overall positive effect on the shopping experience,” says Rudkowski. “It may enhance the customer’s confidence in service and the retailer’s overall image. Some employees may like it that they don’t have to spend extra money on work clothes.”
When choosing the best uniform for employees, Rudknowski advises getting input directly from the staff who will be wearing them.
“Ensure everything about the uniform, fabric, styling, colours, branding, and sourcing, aligns with your values and image,” says Rudkowski. “Business owners should consider the inclusivity of sizing and styles that are appropriate for men and women as well as accessibility considerations for employees who may have special requirements. Fabrics should be durable but comfortable and uniforms need to be replaced often so that they don’t look old or stained, which would stain the brand’s image.”
Shoppers at Domo locations in Western Canada will find employees easily identifiable by what they are wearing.
“Staff at Domo are easily identifiable with uniforms that remind guests of our Jump to the Pump full service,” says Scott Cardno, senior vice president, marketing and merchandising, Domo Corporation Ltd., Winnipeg, Manitoba. “Our uniforms are our famous red Domo coveralls, paired with a red Domo hat and red Domo toque in the winter. Guests and people of all ages recognize and love our red coveralls. We also have red track suits for managers and the choice of shorts and golf shirts in the summer months.”
Uniforms make employees easily identifiable to customers, which contributes toward improved customer satisfaction, says Scott Sibbet, vice president, retail operations, Gas King Oil Co. Ltd. In Lethbridge, Alberta.
“Our uniforms contribute to a cohesive look, ensuring that employees present a professional image to customers,” says Sibbet. “When selecting uniforms, we collaborate with our management team to ensure that the uniforms are comfortable while reinforcing Gas King’s brand by incorporating logos and colours that reflect our culture and values.”
Whether a store has staff wearing uniforms may tell customers about the size of the business and the number of employees. Receiving feedback from employees can help you make an informed decision regarding uniforms and whether they are the right choice for your business.
