B&Q. The Macclesfield 50+ experiment

In the late 1980s, B&Q, the UK’s largest DIY retailer, faced significant recruitment and staff turnover challenges. They needed to find a new talent pool.

The staff they needed had to be knowledgeable in DIY, gardening, and home improvement skills.

They needed to have the ability to be helpful and patient with customers. They needed to be reliable.

Older is bolder

B&Q realised that the answer might lie in recruiting older staff.

Thinking outside the box, the management of B&Q decided to conduct an age diversity experiment at its Macclesfield store in Cheshire.

They made the bold decision to recruit and staff for the store entirely with workers aged 50 and over.

Transformational strategy

The Macclesfield store was transformed into a unique workplace, staffed exclusively by people aged 50 and over.

The experiment aimed to test whether an older workforce could positively impact the store’s performance and customer satisfaction.

And, of course, solve the initial problem B&Q were experiencing of being unable to find, and keep staff.

Remarkable Results

The two-year performance review of the Macclesfield store revealed results that other employers would be wise to take note of.

Higher Customer Satisfaction: Customers appreciated the expertise and service provided by older employees, leading to higher satisfaction rates compared to other stores.

Increased Profits: The store saw an 18% increase in profits, demonstrating the financial benefits of employing a knowledgeable and stable workforce.

Reduced Turnover: Employee turnover was six times lower than the company average, indicating higher job satisfaction and loyalty among older workers.

Lower Absenteeism: Absenteeism rates were 39% lower, suggesting that older employees were more reliable and committed

Network wide changes

Although, obviously, B&Q couldn’t solely employ people over 50 across their network of stores, they did make changes as a result of the Macclesfield experiment, network wide, that are still in place today.

Ending Compulsory Retirement: In 1989, B&Q discontinued compulsory retirement, allowing workers to shape their hours and roles to suit their needs.

Training and Development: The company introduced training and development programs, including fast-track management trainee positions specifically for older workers, to ensure continuous growth and engagement.

Diversity Management: B&Q appointed a dedicated diversity manager to oversee and promote age diversity within the company.

Flexible Work Schedules: Flexible work schedules were made available to all employees, supporting work-life balance and accommodating various personal commitments.

You can do it!

Over the years B&Qs decision to back older workers has paid off. As many other retailers in this space has failed, B&Q have thrived.

The UK’s employers need to wake up to the fact that an under employed, discriminated against work force is a massive missed opportunity.

The sooner employers and the government truly commit to getting UK’s older workforce back to work, the better. If you’re looking to improve your company’s productivity and profitability, like B&Q, you can do it!