Skills
without even realising it, frontline workers hold the key insights into what customers want, need and will be looking for next. A collaborative and creative culture is also the foundation
of a workforce that is empowered and incentivised to create engaging social content. If frontline workers enjoy their job and feel valued and engaged with the brand, they will have the drive to get involved in social media content creation. Tis approach has proven successful for Marks & Spencer, whose Romford store alone has an impressive TikTok following, clocking in 3.9 million likes to date, from employees on the shop floor getting involved in the latest viral trends because they love the brand and are invested in where they work.
How can tech-led solutions and digital tools help? Whilst all businesses in the retail sector will be attempting to do more with less in the current economic climate, it is crucial that they use tools that will protect the employee experience while driving productivity. Technology can play an important role in achieving this. Te ideal setup for a connected workforce is a user-friendly
mobile app that allows retailers to build a culture in which employees, managers and the brand are easily connected. Retailers can instantly communicate with their employees, letting them know the latest business updates, product rollouts and company messaging. Tis way, frontline workers have the most up-to-date information they need, in the palm of their hands, to easily create engaging social media content that drives engagement and trust with the customers and brings job satisfaction for the employee. Another key feature to embrace is recognition and rewards, including leaderboards and incentives for employees who drive the most online conversions, peer-to-peer recognition, and gamified rewards systems to motivate frontline employees and boost sales. However, building a collaborative culture is not just about those
features that directly relate to getting the frontline workforce involved in social commerce. It is about the wider experience of the employee, too. Digital workplace platforms can provide flexible scheduling options that let employees control their shiſts, allowing them to swap and adjust their shiſts or pick up more hours. Tis empowers and engages the workforce and makes a big difference to the employee experience. Express pay features – providing early access to wages that frontline workers have earned – also contribute to a positive employee experience. With these measures in place, frontline workers feel motivated, productive, and driven to be involved in extra-curricular activities, such as social media creation. With retailers struggling with rising
costs and managers under pressure to drive sales, they must look at the bigger picture and continue to invest in the employee experience. Social commerce is a valuable way to drive sales in the
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modern day – you only have to look at M&S whose ginger and white chocolate cookies saw a 150% surge in sales overnight, thanks to trending on TikTok – but to run a successful social commerce strategy, you need your workforce engaged and on board. By adopting smart and dynamic scheduling through digital
workplace apps that offer automation and self-service capabilities, employers can adapt shiſt patterns according to supply and demand, putting employees in control of their shiſts and freeing up managers’ time. Evidence shows that retailers and hospitality organisations that adopt self-service tools and open shiſt marketplaces see huge engagement rates, as high as 90%, with as many as 1,000 shiſt swaps and 1.5 million schedule views a month, proving that both frontline workers and employers alike can benefit from flexible scheduling. This has an empowering and engaging effect on the
workforce, increasing job satisfaction and productivity. As such, it also improves employee retention rates, saving the recruitment costs of replacing lost workers. By embracing technical innovation, organisations can significantly improve engagement and motivation within their frontline workforce to aid long-term viability. What are the topline business benefits from retailers valuing
Gen Z’s digital fluency? 1. Boost in-store and online sales through seamless social commerce and omnichannel engagement
2. Unleash operational efficiencies by creating a happy, connected, tech-enabled Gen Z workforce
3. Enhance and drive brand relevance by maximising on the latest trends via the frontline workforce, acting as brand ambassadors
4. Improve employee retention and turnover, saving on recruitment costs, and minimising job cuts.
The road ahead presents both challenges and opportunities. With the right strategies, retailers can continue to drive progress and redefine the landscape.
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