Hardware Retailing The Industry's Source for Insights and Information
By Adam Gunnett
Director of IT & Business Intelligence
Busy Beaver Building Centers Inc.
In hardware retail, effective employee communication is essential for smooth operations and a positive workplace culture. Using intent-based communication mapping allows managers to categorize information by importance and urgency, ensuring the right message is delivered through the most appropriate channel. Here’s how to apply this approach in your store:
Need-to-know information includes time-sensitive, actionable tasks. In home improvement retail, this could involve inventory counts, daily sales targets or restocking schedules. Since this information directly impacts daily operations, it should be communicated quickly and clearly. Delivery mechanisms like task management systems or in-person huddles are ideal for these urgent messages. It’s crucial that employees understand the urgency and know exactly what action is needed to keep operations on track.
Evergreen information is long-term and foundational. This includes employee handbooks, company policies, seasonal product training guides and safety procedures. While not immediately actionable, this information is vital for the store’s overall success. Keeping this information easily accessible, such as in a shared online library or a physical binder in the break room, allows employees to reference it when needed without being overwhelmed by constant reminders.
Managers should ensure this information is periodically updated, particularly as new products or seasonal changes occur. For example, before a major sale season, reviewing promotional guidelines with employees can help prevent confusion and ensure consistent customer service.
Dialogue and discussion is about fostering collaboration and idea-sharing among employees. This could be brainstorming ways to improve store layout, product displays or promotion ideas. Informal channels like team meetings, group chats or suggestion boxes are great ways to encourage this type of communication. By using these less formal methods, managers can create an open environment where employees feel comfortable contributing ideas.
Nice-to-know information focuses on building morale and strengthening the team’s connection to the business. This could include congratulatory notes for reaching sales goals, recognition of excellent customer service or acknowledging work anniversaries and/or birthdays. For this type of communication, delivery mechanisms like bulletin boards, social media or companywide emails work well to spread positivity and build a sense of community.
By using intent-based communication mapping, home improvement retailers can tailor their communications to the situation and choose the most effective delivery channel. This structured approach ensures that critical tasks are addressed promptly, long-term information is always available, collaboration is encouraged and morale is boosted—creating a more engaged and effective team.
Meet Adam
Adam Gunnett started with Busy Beaver Building Centers in 2015 as an IT specialist, eventually serving as director of IT and then director of IT & marketing, where he skillfully merged the technical aspects of IT with the creative demands of marketing. Most recently, Adam was promoted to director of IT & business intelligence. In this role, he integrates IT solutions with business intelligence strategies, aiming to optimize operational efficiency and market impact. Adam has been pivotal in fostering a technology-driven environment at Busy Beaver. His approach ensures the staff at Busy Beaver are equipped with cutting-edge tools, enabling them to focus on delivering legendary customer service and reducing time spent on manual, repetitive tasks. This evolution in Adam’s career highlights his adaptability, technical prowess and visionary leadership in the ever-evolving landscape of IT and business intelligence.
Connect With Adam
Email: agunnett@busybeaver.com
LinkedIn: Adam Gunnett
