Telecom & Technology Consulting
Ever since the pandemic of 2020, retailers have been challenged with both hiring and retaining frontline workers. Employees had concerns about safety and wages. But it turns out they also left their jobs for another significant reason: Not enough technology to able to adequately perform their work.
This notion came through in a global survey by Scandit, a barcode scanning platform for mobile enterprise apps. Of many key findings, the survey showed that 40% of retail workers believe the companies they work lack enough investments in, and training for, modern retail technology. Even more, 20% of respondents feel their employers don’t even see frontline technology as a priority.
Retailers must pay attention to these beliefs, as two-thirds of the 2,000 store associates in the survey said their devices are critical for doing their jobs. In addition, and perhaps of equal importance, those devices are necessary in order to provide the level of service required by customers. These devices, typically smartphones with scanning capabilities, are essential for multitasking and locating product information.
Interestingly, frontline retail workers are not concerned that Artificial Intelligence (AI) will eliminate their jobs, or will drastically reduce their hours. In fact, over 30% feel automation (via AI and other technology) will actually be a positive tool for performing their roles.
Retail companies aren’t ignorant of the need for on-the-floor technology. It’s just that recently, they have felt they can replace workers with technology. But it’s not an either/or proposition. To compete, to cultivate loyal consumers, retailers need both: Cutting edge technology used by empowered workers who walk the aisles and help customers with all of their needs.
AI and automation cannot only be the all-in-one tools needed to achieve that goal, they can also reduce – and in some cases eliminate – repetitive tasks. In this way, workers can increase their productivity, an in the process satisfy customer requests quicker and improve job satisfaction.
That’s the key takeaway for retailers: Improving job satisfaction. Sure, retail workers place a priority on wages, benefits, and work environment, but they are not robots. Like any employee in any industry, at any level in the org chart, they want to feel good about the jobs they perform; they want to provide excellent service and have a sense of accomplishment. The right technology in their hands goes a long way towards making that wish an everyday reality.
Another survey supports the desire for workers to provide better service with technology. Nearly 90% of respondents feel that consumers have improved experiences when store associates are equipped with modern technology to help with their shopping.
This survey also pointed out the consequences of associates not having the technology they require. Workers often lack time to help customers because they’re forced to do necessary, yet low-level tasks; they’re unable to provide customized service; and customers are able to locate product details on their own smart phones quicker than the associate, creating a negative brand perception.
Accordingly, retail leaders must invest in technology that, first and foremost, empowers their workers to be their best. Which at the core, allows them to provide the best customer experiences possible. And over time, that leads to improved job satisfaction and higher employee retention. A report by Microsoft indicated that over 60% of frontline workers are enthusiastic about technology’s role in creating jobs. Workers especially enjoy how technology can help with onboarding, scheduling, automating repetitive tasks, and managing appointments.
No matter the industry, technological improvements for workers have always been a win-win. Look at automobile manufacturing, fast food, and shipping – just to name a handful. Although the actual tasks are distinct from one another, with different skills required, technology has allowed workers in those industries to work smarter and ultimately deliver better experiences for customers. Retail should follow suit.
