The new intelligence: shaping the retail workforce of the future
It's exciting to see technology advancing so quickly with the rise of AI and digital platforms, and the retail sector is right in the heart of these exciting developments. As customers enthusiastically adopt these innovations and technology, they're also seeking even better customer service and enriching in-store experiences. A multi-skilled and adaptive workforce is important in meeting the evolving needs of the retail sector.
The opportunity lies in employees embracing the chance to upskill and advance their professional development in line with the changing retail landscape and here are some tips and actionable steps employers can take to assist.
Read on for some ways you can support your employees to stay strong, flexible and adapt to new ways of working.
1. Upskilling – a powerful driver of loyalty and longevity
Increasingly, employees are seeking opportunities to upskill to meet the new requirements of a more digital retail industry. According to PwC’s latest Global Workforce Hopes and Fears Survey1, upskilling is one of the most valuable employer differentiators, with almost half of employees saying that having opportunities to learn new skills is a key consideration when deciding to stay in their current job or pursue another role.
Investing in structured training that develops skills and helps employees feel valued is crucial to increasing retention, energising your current workforce, and making you more attractive to potential hires.
2. Seek and develop both ‘hard' and ‘soft' skills
Emerging AI and new digital technologies will of course require the development of ‘hard skills’, including digital literacy, data and analytics, marketing and end-to-end consumer experiences.
However, the benefits of building and developing employees’ ‘softer skills’ shouldn’t be underestimated. As technology becomes more pervasive, customers are placing more importance on human interaction.
Developing interpersonal ‘soft’ skills like communication, critical thinking, empathy, teamwork and active listening will go a long way to meeting consumers’ growing need for authentic, personalised and meaningful connections in the retail space.
Recruiting employees that are already capable in these areas as well as providing current staff with development programs and strategies will help your employees reach their full potential, while also enabling you to benefit from expertise that will ensure future readiness.
3. Harness health and wellbeing in the workplace
According to a 2023 study by the Australian Retailers Association, more than 75% of retail workers regularly experience mental health challenges including stress, anxiety, or depression, with almost half of respondents saying they needed more help to manage mental health issues2.
Providing employees with resources and health initiatives, can promote overall wellbeing and improve engagement and retention. To help support its customers, Stockland has developed several physical spaces to enhance employee wellbeing, including designated quiet rooms and community spaces.
From encouraging engagement in physical activity to mindfulness and meaningful connections with colleagues, making space for wellbeing-based changes in the work environment can help promote happiness, health and productivity.
4. Leaders – be the change you want to see
Almost three quarters of retail employees who enjoy a ‘purpose-driven culture' – one that sustains equality and diversity, and where everyone feels they have a chance to advance and thrive – say they have more positive experiences at work3.
A purpose-driven culture starts at the top – leaders need to be the change you want to see in your retail workforce. Encourage your leadership team to engage in mentorship and to publicly recognise and reward teams and workers for their positive impact. Visible, accessible and trustworthy leadership not only helps workers feel more valued, empowered and supported, but will also decrease stress, boost energy, and promote increased levels of satisfaction and engagement.
Your people are your greatest assets and ambassadors. By putting your employees at the heart of your business, you’ll build high performing, committed teams of people who are inspired to bring their best selves to work each and every day.
Learn how Stockland can support you to reimagine the retail workforce and future-proof your business here.
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