Retail workers are the face of the company. They are the people who interact with shoppers and provide a memorable experience. But the unique set of challenges that come with working in retail, coupled with today’s economic reality, can have a significant toll on the mental and emotional wellbeing of employees. In fact, a study by Mind Share Partners in 2023 found that U.S. retail workers are more likely to experience mental health symptoms and for longer durations; almost seven in ten (69%) reported at least one symptom.
To add to the challenge, customers start flocking to shopping outlets in large numbers during seasonal and peak periods. This could be Easter, Christmas, Black Friday or even during major sporting events such as the Super Bowl. This places greater strain on team members as sales floors get busier and more shoppers ask questions, need extra help or even become abusive. It’s up to retailers to equip their associates with the right tools to navigate stressful times, maintain high morale and create a safe environment where people feel connected with others.
Improving Communication During Peak Periods
In the most hectic times for retail, it’s important that team members feel connected and not isolated. Voice communication technology is key to building a more supportive environment because it allows team members to remain connected, even in the biggest stores where help could be situated far away.
For example, peak periods may see customers form long lines at in-store pickup stations. This creates pressure on team members who may need some extra help in handling queries and requests. Without an effective means of contacting another associate, they may be forced to yell across the store to grab someone’s attention.
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In this scenario, miscommunications can occur and busy queues get busier during the confusion, adding to the stress for under-fire associates. Arming them with the right technology can allow them to clearly ask for help and therefore give customers the best possible experience. And when customers are happy, this can lead to happiness among team members as well.
Teams also can keep tabs on inventory levels. During peak periods or times of heavy workloads, it’s more likely that stock levels deplete quickly and customers become frustrated with associates when they can’t provide clarity regarding the situation, which can impact associate wellbeing. Awareness of remaining stock levels empowers team members to answer queries about availability and offer alternatives to reduce the chance of a customer walking away without completing a transaction. Associates feel empowered to solve customer challenges and complaints, thereby raising morale and wellbeing in their role.
Ensuring Associate Safety
Improved communication can help associates to navigate customer challenges during busy times, but unfortunately for retailers, sometimes customer frustration can spill over into abusive behavior. Communications technology can allow associates who may feel uncomfortable or under threat to summon help when they need it. Even just wearing the devices can act as a deterrent, because customers can’t be sure who associates are communicating with.
Alongside abuse from customers, associate wellbeing can also be heavily impacted by retail crime. This is an especially acute issue for American associates, from small convenience stores right up to large-scale supermarkets. Walmart, the world’s largest retailer and operator of over 5,000 stores in the U.S., loses approximately $3 billion each year due to theft, for example.
Team members are often left feeling unsafe or worried in these situations. Without intervention to improve their safety, associates may look at other careers that they deem to be safer. Communication technology can allow associates to contact other associates, but also security personnel and emergency services in the event of a crime such as shoplifting.
Automated technologies also can play a role here. A smart camera can automatically send alerts to security teams if suspicious activity is spotted, and a smart shelf can alert the relevant team member in the event of unusual stock depletion. This all adds together to help teams feel safer and more confident in their roles.
A Responsibility to Keep Associates Feeling Safe, Supported and Empowered
In an industry that relies so heavily on human interaction, the wellbeing of retail workers can’t be overlooked. Retailers have a responsibility to create an environment where their associates feel safe, supported and empowered, particularly during high-pressure periods. By investing in advanced communication and safety technologies, retailers can address many of the challenges faced by their teams, including the management of peak workloads, handling customer frustrations and ensuring personal safety.
The result is a workplace culture that values and protects its people. When associates feel confident and connected, they are better equipped to deliver exceptional customer experiences and contribute to a thriving business.
Joe Szala is SVP at VoCoVo and has over two decades of experience in retail and grocery technology solutions. His career began with CPG brand marketing roles at ConAgra and Sara Lee and has since spanned key leadership positions at Aimia, Parcel Pending, Glympse and, most recently, Cust2Mate, where he served as SVP.
