If you begin this process by writing them up or coaching them, you might as well just find new GSAs. You will lose their buy in completely, and they will never be completely on your side again. Remember...GSAs are severely overworked and underpaid...they're doing much of the same job you are and being held to the same expectations in many ways for about half of the money.
Now...first...look at their routines. You said you are low volume...this generally means your GSAs have more grunt work to do than the higher volume stores. Of course these are generally things TLs don't have to do, and can find someone else to do, but the GSAs are expected to do.
Are they expected to get carts? ETLs who foolishly think we can run the lanes and be sure all the cashiers are asking about the REDCards while we spend half our shift in the parking lot are just plain goofy.
Are they jumping on for first responder for back up before calling the salesfloor? My TLs can get away with calling for back up first, but we had better have a really good reason for not jumping on ourselves, first. This means less time working with the cashiers and supporting them.
Are they expected to have dollar spot zoned, check lanes zoned and instocks done, the front end look presentable 100% of the time, etc while jumping on for back up and getting carts and covering breaks? If so, you have eaten their entire day away. The cashiers know the GSA can't watch the lanes much at all when they are doing all of these tasks, so they stop asking.
Next, are your GSAs feeling supported and recognized when they do a good job? My guess is the answer is no. It doesn't matter what you think their answer should be. Their perception is their reality. They need to know how much you appreciate them. If you don't appreciate them, get GSAs you can work with. And dear God, recognize other strengths and achievements outside of REDCards. We're more than walking REDcard robots. Make sure they know they can come to you or another leader with any issues and concerns.
Do they feel and see they supported by the LODs in the building? When my LOD for the night starts ignoring the front lanes, it becomes obvious to the entire team. It's not because I say anything, but it's because they hear me calling and being ignored or disregarded. And then things start to fall apart. Everyone up front stops caring and simply goes into survival mode to try and get through the night.
Make sure the GSAs feel they have the time and tools necessary to work with the cashiers and make sure they are asking. Make sure they know how important it is for the company, so they can at least pretend to care on their shifts. Make sure it's a team effort. Yesterday every time they got a REDcard at the lanes, my GSTL came ovr and high fives me at guest services. Why? Because I am part of the overall culture that makes it happen, period.
Heck, if needed, give them prizes if the store can get so many REDCards on their shift. Make it something worthwhile. That will show them it can be done, so it can happen when it's just a normal day.
Check to be sure your GSTL and ETL are on board and supporting you. This culture has to come from everyone...not just you.
And then when you have done all of this, only then, can you consider coaching or writing them up. Because your front end suffers when your leaders suffer. So unless you can replace them, do everything you can to support and lift them up before you start tearing them down.
