Retail. For some it is a dreaded work environment; for
others it brings back memories of a first job. Initially, the idea of retail
and its corporate culture brings up thoughts of negative customer service
experiences, continual vigorous hours on your feet, and power hungry managers
always criticizing your every move. But is it possible or even beneficial for a
retail company to create a positive and enjoyable corporate culture for its
employees?
Victoria’s
Secret, a company ran by Limited Brands, INC., has discovered the key to
satisfying customers: it is an enjoyable work environment. According to
Indeed.com, employees rate Victoria’s Secret “fun work environment” with five
out of five stars. Also, CareerBliss.com has rated Victoria’s Secret as one of
its top ten “Happiest Holiday Retailers.”
This shows that the company has proved one thing: a happy employee and a
beneficial corporate culture leads to a satisfied customer and better sales.
So what are some of the benefits that
come from working at a store overflowing with erotic smells and filled with
posters of half naked supermodels?
Well, on a basic level you have your typical employee benefits such as
stock options, 401k plans, and health insurance policies available; but of
course, there is more to it than that (Source). In order to create that unique corporate
culture Victoria’s Secret gives their employees a thirty percent discount and goes
above and beyond by also giving employees a cornucopia a free merchandise
ranging from sample lotions and body washes, to free bras and everyday goods
like blankets and umbrellas (Source: Employee Interview). Now, while some of these material benefits are
given out on a rewards bases for reaching sales goals, others are given
out with the company’s bi-motivated reasoning: first, to test their products
and second, to make their employees feel special.
Surprisingly,
the company’s corporate culture isn’t all about perfumes and pink frilly
undergarments. There is another element
that complies with the company’s character: community involvement. Rio Rancho’s Victoria’s Secret Direct,
a call center for the company, gets involved with their surrounding community
by donating contributions, participating in United Way Activities, and engaging
in Community Care Week. Bev McMillan the company’s Director of Sales said that,
"The great things we do (are part of) our DNA. It's in our value
system."(Source) This exemplifies that community involvement and social
responsibility is an important portion of this company’s corporate culture.
So has Victoria's Secret created a successful corporate Environment? I would have to argue that it has, and it did so in a unique and charming way. The corporate environment is important for managers to pay attention to because, as Victoria's Secret has shown, when your employees are happy your customers are happy, which in turn is directly related to the businesses success. In
conclusion, I would like to pose a few questions:
1.
How much energy should a corporation or an
organization put into its corporate culture?
2.
Is the expense of everything put into creating a
positive corporate culture truly worth the gain?
