Why Does Walmart Have Greeters In 2023? (Interesting Finds) - 33rd Square (2024)

Walmart, the largest retailer in the world, is known for its vast selection of merchandise, low prices, and of course – the familiar greeters positioned near the entrance of every store. You‘ve likely encountered these yellow vest-clad workers yourself, welcoming you as you walk through the automatic doors and into the massive retail space.

But why exactly does Walmart have greeters? What is their purpose in 2024? As shopping habits, technology, and the retail landscape have changed dramatically over the decades, Walmart has evolved to meet the needs of customers. However, the iconic greeter remains an integral part of the Walmart experience.

In this article, we‘ll take a deep dive into the world of Walmart greeters. You‘ll learn about the history of this unique retail position, understand the role and responsibilities of modern-day greeters, and gain insight into why Walmart believes they are still essential in the 2020s.

A Brief History of Walmart Greeters

To understand the significance of greeters today, it helps to look back at the origins of the role. Walmart founder Sam Walton introduced the concept of greeters in the early 1980s. Coming from a background managing variety stores, Walton wanted to bring a small-town, friendly feeling to his large retail chain.

The greeter role was part of Walton‘s focus on customer service. In his autobiography, Walton explained, "It‘s the most pleasant job in the store, and I‘d do it myself if I had the time. The greeter makes the customer feel important; he gives a psychological lift to the shopper."

Walton saw greeters as providing several benefits:

• Creating a welcoming first impression for shoppers entering the store
• Providing customer service by answering questions and assisting with returns
• Deterring potential shoplifters by having an employee stationed near the doors
• Helping monitor busy store entrances

The concept quickly spread, and within a few years, greeters became ubiquitous at Walmart locations across the United States. The first greeters were often retired workers or those with disabilities. It was seen as a role that provided a paycheck for those who wanted to work but couldn‘t handle more physically demanding jobs.

Over the decades, as Walmart expanded internationally, greeters remained a constant. From small towns to major cities all over the world, shoppers were used to being welcomed by a Walmart greeter when visiting their local store.

The Role of the Modern Walmart Greeter

While much has changed about Walmart over the years, greeters have remained a staple of the in-store experience. However, the role has evolved from being purely about customer service to having more structured responsibilities.

Here is an overview of what today‘s Walmart greeters do:

• Welcome shoppers – This is still the core of the job. Greeters position themselves near the entrance and greet customers as they enter and exit the store. They provide a friendly smile and often a warm "Welcome to Walmart!"

• Provide customer service – Greeters assist shoppers by answering questions about the store layout and inventory, checking prices, and locating items. They may also help resolve complaints and issues.

• Monitor entrances and exits – Greeters keep an eye out for potential shoplifters, look for safety hazards like spills, and ensure carts aren‘t blocking doors. They help maintain a smooth flow of customers.

• Check receipts – Some locations have greeters check receipts and cart items as shoppers leave. This deters theft and ensures proper checkout procedures are followed.

• Process returns – Greeters are often the first stop for customers returning items without receipts. They can quickly process no-receipt returns if the merchandise meets guidelines.

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• Assist with store entry procedures – During the COVID-19 pandemic, greeters helped enforce mask policies, offered sanitizer, limited occupancy, and assisted with contactless temperature checks.

• Provide wheelchair and electric cart assistance – Greeters help shoppers locate and safely operate store mobility equipment.

The duties require being on your feet, communicating with customers, operating equipment like handheld scanners, and having strong attention to detail. It can be a fast-paced role, especially during peak hours.

While greeter shifts are typically part-time, Walmart provides training on all major responsibilities. Some locations have dedicated customer service managers who provide support and oversight for the front door team.

Why Does Walmart Still Have Greeters in 2024?

With the evolution of retail technology and Walmart‘s focus on self-checkout, online grocery pickup, and automation, you may wonder why greeters are still needed. Here are some of the key reasons Walmart believes having greeters provides value in 2024:

1. Enhanced Customer Service

Having a dedicated staffer positioned at the entrance improves the shopping experience from the moment someone steps into the store. Greeters create a welcoming first impression and can immediately assist customers with questions or issues. This facilitates faster, smoother shopping trips.

Surveys show consumers value personal customer service. 72% of shoppers say the quality of their experience matters more than speed or low prices. So Walmart wants to maintain the human touch, despite digital advances.

2. Deterring Theft

While Walmart uses sophisticated cameras, sensors, and security technology, having visible staff by doors acts as an additional theft deterrent. Potential shoplifters are less likely to try leaving with hidden merchandise when a greeter is present to check receipts and cart items.

Shrinkage (inventory loss from theft) costs retailers nearly $60 billion annually. So reducing shrinkage remains a priority, even as technology improves. Greeters provide low-tech theft prevention by their visibility and presence near exits.

3. Monitoring and Maintaining Store Entrances

Greeters serve as an extra set of eyes, keeping store entrances safe and clutter-free. They quickly address spills or tripping hazards and ensure shopping carts don‘t pile up in doorways.

During winter months, greeters help maintain clear paths by frequently sweeping snow, applying ice melt, and using snow shovels provided by the store.

Doors are one of the most high-traffic areas of any Walmart. Having dedicated staff helps keep entrances operating smoothly and safely.

4. Providing Work Opportunities

Sam Walton founded Walmart with the goal of providing ordinary people the chance to earn extra income. Greeter positions continue to provide employment opportunities, especially for retirees and those with physical limitations.

The role typically involves shorter shifts and more flexibility than other store jobs. This appeals to students, parents with young children, and semi-retired seniors who want supplemental income.

For workers with disabilities, greeter duties can often be modified. This allows Walmart to provide an inclusive working environment.

5. Reinforcing Brand Image

Since the role started in the 1980s, Walmart greeters have become synonymous with the brand‘s culture and values. They represent the friendly, small-town spirit that Sam Walton wanted to foster within his chain.

Seeing greeters welcome each customer makes shoppers feel valued. This boosts customer loyalty, especially in smaller communities where the personal touch means more.

As competitors like Target and warehouse clubs eliminate front door staff roles, having greeters remains a distinctive part of the Walmart shopping experience. It reinforces the brand‘s commitment to customer service.

Controversies and Criticisms

While Walmart believes greeters are valuable assets, the role has not been without controversies over the years. Here are some of the criticisms and concerns:

• Inconsistent duties – Responsibilities vary significantly between locations. Some greeters do little more than welcome shoppers, while others have expanded roles checking receipts and assisting with returns. Inconsistent expectations can lead to customer confusion.

• Mobility requirements – Walmart introduced a job requirement for greeters to be able to lift up to 25 pounds and stand for long periods. This eliminated many disabled or elderly workers. Disability rights groups argued the requirements were discriminatory and illegal.

• Job redundancy – With more self-checkout lanes and fewer door greeters scheduled during slow hours, some argue greeter jobs are becoming obsolete. Labor groups contend schedules and duties should be expanded so positions aren‘t phased out.

• Security theater – Checking receipts is not an effective way to prevent theft, according to loss prevention experts. Criminologists note thieves can simply leave through emergency exits where there are no greeters. Receipt checking creates frustration for honest shoppers while failing to deter determined shoplifters.

Walmart has made some changes over the years to address concerns while still preserving the greeter role. This includes adjusting mobility qualifications, testing new verification technologies, and trialling customer host positions with expanded duties.

However, finding the right balance between evolving retail technologies and maintaining the personal touch remains an ongoing process. The greeter role will likely continue to change, even as it retains its core emphasis on welcoming shoppers.

The Future of Greeters at Walmart

It‘s unlikely the familiar "Welcome to Walmart!" you hear upon entering a store will disappear anytime soon. The retailer remains committed to having staff positioned near entrances to enhance service and security.

However, expect the role to keep adapting. Advanced technologies are opening up new possibilities for how stores could operate. Here are some potential ways Walmart may integrate virtual or robotic elements with human greeters:

• Virtual avatars – Digital avatars displayed on screens could supplement or replace staffers at entrances. AI could allow for customized greetings.

• Shopping assistance robots – Robots may handle simple queries like checking stock and directions, freeing up greeters for higher-value service.

• Receipt and ID scanning – Shoppers may self-scan receipts and IDs rather than having greeters manually check them, speeding up exit.

• Enhanced crowd control – Sensors and algorithms can help greeters manage traffic flow during peak occupancy periods or reopen closed checkout lanes as needed.

• Thermal imagers and metal detectors – Futuristic screening devices could be operated by greeters to heighten security and combat theft.

A blended model combining the convenience of technology with the human insight of experienced greeters may emerge. But Walmart is likely to proceed cautiously, ensuring any changes align with its brand identity and customers respond positively.

Conclusion

From Sam Walton‘s days managing Ben Franklin‘s variety stores to the global retail giant Walmart is today, greeters have remained an enduring part of the shopping experience.

The duties and responsibilities of a Walmart greeter have expanded over the decades, but their core purpose of welcoming shoppers and reinforcing Walmart‘s values has stayed consistent.

As retail continues evolving in the digital age, innovations may supplement portions of the greeter role. But complete automation seems unlikely. Having the human touch of a greeter remains a key part of reinforcing Walmart‘s customer service commitment and standing out from competitors.

So next time you shop at Walmart and hear a friendly "Welcome!" as you browse the aisles, think about the history behind those smiling greeters in their signature vests. They represent an iconic aspect of the retail giant, one that has persisted over the years and will continue greeting customers into the future.

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