Survey: Retailers not meeting employees’ tech needs

A large number of retail workers feel that their employers aren’t investing enough in their technology needs.

Forty-percent of respondents feel that their employers don’t invest in their tech needs, with 20% actively feeling it’s a non-priority, according to a survey of 2,000 employees across nine retail subsectors by smart data capture firm Scandit.  Easy-to-use technology (41%) was reported as a top-three driver of loyalty among retail workers, following work-life balance (56%) and competitive salaries (54%).

According to the survey, over two-thirds of store associates globally rate their devices as important or very important for their job. Across all ages and sectors, the ability to multitask (70%), access to product information (67%) and device intuitiveness (52%) are the most important capabilities in smartphone and scanning devices.

Lack of tech investments from retailers is impacting onboarding speed and time to proficiency as well. 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 has undergone significant changes over the last few years as businesses continue to navigate the ripple effects of a post-COVID world,” said Samuel Mueller, CEO and co-founder of Scandit. "Increased consumer pressure, operational efficiency requirements, ongoing labor shortages and the advent of AI have required retailers to rethink how they attract, retain and motivate store associates. Our research reveals workers’ concerns and how retailers can optimize technology investments to drive employee loyalty, automate tedious tasks and ultimately boost profitability."

Other findings from the survey include the following:

• Across generations, motivational factors for choosing an employer vary, with workers under 18 prioritizing employer brand values (50%) over salary (21%), while those over 66 value salary as the dominant driver of loyalty (62%). 
• When asked about artificial intelligence (AI) and its future impact, nearly a third (31%) of those surveyed believe it will positively impact their role. Those most concerned are in the middle of their careers, with 53% already worried tech will negatively impact their role in the next few years.  
• Grocery (44%), cosmetics (41%) and DIY (41%) were the sectors that reported the highest levels of concern when it comes to understaffing and increased workload.