Retail is built on people. From store colleagues and warehouse operatives to customer service teams, the frontline workforce plays a vital role in keeping the industry running. But in recent years, the structure of retail employment has changed dramatically. Cut backs, automation, flexibility, multiskilling and many other changes have impacted frontline workforce. With rising customer expectations, new technologies, and economic pressures, what does the future hold for retail’s workforce? In this episode, we’ll uncover the biggest workforce trends shaping the industry, the challenges facing retailers and employees alike, and what it truly means to be a people-centric retailer in 2025 and beyond.
Listen to this episode and discover:
- The 5 elements shaping the future of the retail frontline workforce.
- The shocking action that happens to 41% of frontline store colleagues each week.
- How to factor trends into becoming a people-centric organisation.
Summary: 5 crucial elements driving the future of the frontline
1. Evolution of retail employment
The retail sector has undergone significant changes since 2019, with a notable decline in employment due to store closures, a shift to e-commerce, and increased automation. Despite the reduction in roles, the retail sector remains a large employer, accounting for approximately 10% of the UK workforce. However, economic pressures and cost-cutting measures continue to push retailers to demand more from fewer employees, leading to smaller, leaner teams with heightened productivity expectations.
2. Job security and flexibility
The traditional notion of job security in retail, where employees could expect a “job for life,” has diminished. There’s an increasing reliance on part-time and flexible contracts, which are great for companies, but can provide less stability for workers. While flexibility offers scheduling efficiency for retailers, it results in unpredictable work schedules for employees, contributing to job insecurity and high turnover rates.
3. Rise of multi-skilling
Retail employees are increasingly expected to become generalists, handling multiple tasks across different roles, such as checkout operations, stock replenishment, and customer service. This multi-skilling approach maximizes flexibility and productivity but can be challenging for employees, especially new hires or those that have a particular preference or skill in one area. Technology plays a crucial role in enabling this shift, allowing employees to perform various tasks using a single device.
4. Technology and automation adding disruption
Investment in technology and automation is reshaping frontline retail roles, with technology like self-checkouts, robotics in warehouses, and AI chatbots in customer service centers transforming how tasks are performed. While these advancements improve efficiency, they also reduce the number of available roles and demand higher skill levels for remaining positions. The role of human employees is shifting towards more complex, technical, and system supervisory tasks.
5. Workplace safety and well-being is vital
The rise in workplace violence and abuse, alongside the mental health challenges faced by retail employees, underscores the importance of safety and well-being initiatives. The pandemic heightened health risks, and recent statistics reveal alarming rates of violence against workers. Retailers are investing in security measures and well-being programs, which can also serve as retention tools. However, balancing these investments with economic constraints remains a challenge.
Connecting with Oliver to continue the conversation
If you want to discuss the how to best navigate the ever-evolving challenges facing your frontline workforce, reach out to Oliver. You can connect with Oliver Banks on LinkedIn, or email via oliver.banks@obandco.uk.
Additional episodes to listen to next
The balance between cutting costs and maintaining service is a challenge for all retailers. Learn how to optimise labour efficiency without sacrificing customer experience in episode 273: Blending Labour Savings and Service Levels.
The role of store colleagues has evolved dramatically in recent years. Discover how frontline employees are adapting to new responsibilities and technology in episode 199: The Changing Role of Store Colleagues, featuring Aptos’s Nikki Baird.
Burnout is a growing issue for frontline retail workers. Explore strategies for supporting employee well-being and maintaining engagement in episode 154: Avoiding Frontline Burnout, featuring Liam O’Meara from Axonify.
Effective staff scheduling is critical for productivity, cost control, and employee satisfaction. Join David Payne from Rotageek to find out how data-driven workforce planning can improve efficiency in episode 122: Using Data to Improve Staff Scheduling.
