40% of frontline retail workers feel technology needs are ignored, according to new Scandit research
Scandit has released a report, ‘Frontline Retail Revealed: Motivations, Technology Attitudes and Insights’, examining store associates’ perspective on the factors influencing workplace loyalty, retention and technology investment, including the potential impacts of AI.
Its survey, across seven countries encompassing 2,000 store associates in nine retail sub-sectors, highlights that up-to-date technology is now more than a luxury. It is a key driver in affecting worker motivation and, ultimately, a retailer’s success.
However, the research uncovers a crucial gap: 40% of respondents feel that their employers don’t invest in their tech needs, with 20% actively feeling it’s a non-priority.
"The retail industry has undergone significant changes over the last few years as businesses continue to navigate the ripple effects of a post-Covid world,” says Samuel Mueller, CEO and Co-founder at Scandit.
"Increased consumer pressure, operational efficiency requirements, ongoing labor shortages and the advent of AI has required retailers to rethink how they attract, retain and motivate store associates.”
“Our research reveals workers’ concerns and how retailers can optimise technology investments to drive employee loyalty, automate tedious tasks and ultimately boost profitability."
Recruiting and retaining retail workers remains a critical challenge. The research revealed that:
Work-life balance (56%) and competitive salaries (54%) remain the top motivators for retail workers globally, but access to modern, easy-to-use technology (41%) is also a top-three driver of loyalty.
Additionally, while work-life balance, salary and tedious tasks remain significant reasons for leaving a job, understaffing and increased workload are also major concerns for many (38%). This problem is particularly prominent in specific sectors, with grocery (44%), cosmetics (41%), and DIY (41%) reporting the highest levels of concern.
As technology has become a crucial component for frontline retail workers, the research revealed some interesting perspectives on device use and training:
Globally, over two-thirds of store associates rate their devices as important or very important for their job. Across all ages and sectors, the ability to multi-task (70%), access to product information (67%) and device intuitiveness (52%) are crucial capabilities in smartphone and scanning devices.
Onboarding speed and time to proficiency continues to present an issue. Over a third of workers take two weeks (34%) or up to four weeks (30%) to effectively use their devices. Gig workers learn one week faster, potentially due to bring your own device (BYOD) strategies.
The retail industry faces a unique challenge. Companies must cater to a diverse workforce spanning multiple generations, each with varying levels of technology skills, role expertise and perspectives - especially when it comes to AI:
Half of frontline workers are not concerned about AI and automation in terms of losing their jobs. 31% of these believe it will positively impact their role, suggesting a growing understanding of its potential benefits. Those most concerned are in the middle of their careers, with 53% already worried tech will impact their role in the next few years.
Across generations, motivational factors vary, with workers under 18s prioritising employer brand values (50%) over salary (21%), while those over 66 value salary as the dominant driver of loyalty (62%).
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