Human Resources Management




 Today, utilizer human capitals are considered as important competitive advantage for shopping centers and stores, because one of the main vector of commercial units is using talented and expertise employees in this field. In a field in this issue about one of chain stores in Iran, showed that one from the first third factors of selecting stores among other shopping centers and stores is specialty of store employees and their behavior for more than 80% of customer. Hence, efficient, specialized, and loyal forces are capitals that make shopping centers and stores self-efficient and increase organizational utilization from many aspects.

Therefore, human resources capital of Irsaa Store Services Company has focused on selection and recruitment of employees, managers, and also training them professionally by their valuable experiences in management of shopping centers and stores and also using industrial and organizational psychological experts to provide comprehensive services in human resources management.

A)    Selection and Recruitment of Employees and Managers

According to authorities, one of main reasons for low rate of human forces utilization in state service or industrial organizations is non-using capable, qualified, and competent employees. It doesn’t mean that organizations don’t use competent and qualified employees or mangers, but it means that organizations may recruit a manager or employee in job rank with no adaptation with him/her. In other words, he/she may not have efficient knowledge, skill, ability, and other necessary psychological features for desirable performance in that job, while he/she may be more proper and successful in another job. Human resources department of Irsaa Store Services Company by focus on this issue makes a profile according to tried criterions of talent, characteristics, and motivation for all jobs in administrative and shopping sectors and used various tests to adapt recruitment or job change with standard profile. In addition, it uses various tools such as interview beside tests in recruiting process. Other recruitment advantages are proper to purpose, confidence of people educability, low cost of education, confidence of commitment to job by adaptation with motivations and interest, and finally less intention to leave job.

B)    Training

Employees’ behavior in each trading place, small or large, has significant role in increasing or decreasing references. Studies have shown that each satisfied customer from commercial unit activity can persuade three people to refer and buy from that unit, in contrast, if a customer goes out of unit unsatisfied, he/she can prevent 15 people from reference and buying from there. This fact doubles the importance of employees’ behavior with customers.

Experienced manager of Irsaa Company activates education unit seriously by accurate perception and tries to train specialized human forces in stores in providing services to customers (customer-orientation), arrangement and design of store, marketing communications, and promotion, security, personnel training in dock and storage sectors by cooperation with some academic units and experienced masters. Moreover, company training department prepared extensive trainings for public along with institutionalizing this issue and finally making archive of experienced forces, make possible for commercial units to use trained forces in this company, and gives creditable certificates from academic institutions besides specializing trainings based on chain store demand and shopping center.



Marketing and Advertisement

Marketing includes collection of strategies and methods that producers or service groups use for potential customers. All marketing strategies are formulated by purpose of creating a favorite imagine from store in customer mind. Creating such mental image about stores, hypermarkets, and shopping centers can increase fame and reliance on brand significantly. Various methods can be used to make a proper image in customer mine; although, all stores know the strategy of high quality and low cost  as their initial strategy to attract customers, there are other strategies which are effective in making favorite image from stores and shopping centers in customers minds. Some more important ones that should be focused in formulating a comprehensive marketing plan are as following:

  • Interior decoration and arrangement
  • Store environmental specifications
  • Facilities and amenities inside store
  • Employees
  • Pricing strategies
  • Increasing distribution channels
  • Managing relationship with customers

Marketing department of Irsaa Store Services Company by valuable experience in shopping holding and managing and also consultation in shopping centers and stores is able to formulate strategic and comprehensive plan to improve market role for all stores and shopping centers using various strategic approaches such as SWOT analysis.