David Jones, Myer and other retailers look to customer service superstars to bounce back

MILLION-DOLLAR smile isn't just a saying in retail, it's now a matter of life or death, as the industry relies on the charm of their customer service to get sales back.

Customer service with a smile ... Jade Mackie, Sheenagh Brown, Joshua Von Rurik, Victoria Reboton and Ellie Rowe...

MILLION-DOLLAR smile isn't just a saying in the retail industry, it has become a matter of life or death.

Retailers are banking on the charm of their customer service staff to make 2014 the year the sector gets it groove back.

Spurred by low interest rates and a subdued Australian dollar, the nation's second largest employing industry is rehiring many of the customer service staff who were laid off in the years since the GFC.

Transport and logistics staff, social media specialists, merchandisers and clothing buyers are the other winners in a revived retail jobs market.

Deloitte national retail leader David White, who authored a 2014 report into Australian retail, said stores are trying to attract customers back into the building via different layouts and better customer service.

"That reduction in staff has had a detrimental impact on customer service and that has impacted the businesses," he said.

"The retailers appreciate now that when you go into a store you want to be treated well otherwise what is it the point? You might as well buy it online.

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"David Jones and Myer have now started putting people back into stores, back onto cashiers so you can get through quicker."

Over the five years to 2017 there will be 45,500 new jobs for retail assistants, Department of Employment figures show. It is the second highest jobs growth for any occupation.

Over the five years to 2013, four in every 10 sales assistant jobs created nationwide were in Queensland, while NSW and Victoria accounted for five in 10.

Overseas retailers are also clamouring to get a piece of the Australian consumer dollar, with Costco, Fast Retailing (Uniqlo), River Island and H & M all opening local stores this year - and they are hiring now.

"There is going to be good jobs growth in 2014. It's got a chance of being on the of the better years in retail for the past few years," Australian Retailers Association executive director Russell Zimmermann said.

Mr Zimmerman added retailers have claimed Christmas 2013 to be a success as the $15.1 billion post-Christmas sales period (Boxing Day through to mid January) draws to an end this week.

Myer Group HR general manager Louise Tebbutt said customer service is key.

"Providing an excellent customer experience is a key competitive advantage in this omni-channel environment where customers are increasingly discerning about where and when they choose to shop," she said.

"Myer has more than 12,000 team members across our 67 stores and support office and we continue to invest in service initiatives and innovation to improve our customers' experience."

The unemployment rate increased to 5.8 per cent in December, according to Australian Bureau of Statistics figures released Thursday.

However, part-time jobs increased by 9,000 to 3,561,800. Almost half of all retail jobs are part time.