What:  a survey based on 500 interviews of store associates.

Why it is important:  the numbers are validating the assumptions we made in our White Paper

The Covid-19 pandemic has created 3 factors of stress for any worker in retail:

• It has increased pressure on businesses, therefore increasing anxiety of their employees
• It has been challenging each and every employee’s loyalty: safety or job first?
• It required from every team member higher flexibility in order to adapt to unprecedented conditions

It deeply impacted the retail job’s perception:

• 18% think that stores will not exist in five years’ time (within the positions, 37% of regional manager thought so),
• 40% think retail is a poor career choice (top reason: abuse from customers),
• 75% think that their job became more complex since Coronavirus crisis hit (top problems: the new safety measures, both for customers and staff),
• 24% of workers feel insecure in their jobs (in sub-categories, 35% of workers in Fashion, 41% of workers in department stores).

However, there are also very positive outcomes:

• 66% feel recognized by their leaders,
• 79% are convinced that their employers care about their wellbeing,
• 87% believe diversity and inclusion are taken seriously at their business.

The notion of treating employees in a brand new way, both more inclusive, more directly and with a broader sense of responsibility, is a topic we explored in our White Paper, including the future of work when it comes to adapting to new retail formats and concepts.

Interestingly, when it comes to technology if 51% believe they have access to the right technology for their job when they project their future needs, 23% think tech will help in-stock availability and ordering, 18% in-store messaging and communication, 18% in training and learning, 14,4% in communication with head office, which also backs our White Paper conclusion on the adequate technology to be used in the back office to improve processes and efficiency.

86% of the respondent think the store of the future will incorporate more tech, 76% that it will offer more personalised services, and 72% that it will focus on the experience.

The report also explores the future of the store associate:

• He or she will be supported, aided and assisted by tech,
• True products specialists, who know what they talk about, will be needed, in order to offer a counter-proposal to online. It is probable that, with fewer staff and the emergence of specialists, the hierarchy will be flattened, and increase the level of expertise needed,
• True consultants able to have different roles, in a world where the store will be a platform: give advice, Livestream, sell to shoppers online, fulfil distant orders.

Retail and future of work report