The distorted reality threatening retail

Anwen Robinson at OneAdvanced discusses the challenges faced by desk-free workers and how leaders are failing to grasp what really matters to their retail workforce.

 

The frontline workforce is the beating heart of any business - but especially when it comes to retail. In the majority of cases, the frontline teams of retail organisations are desk-free (DF) – and they account for around 80% of the global working population. They are the people who get the job done, often for low pay, anti-social hours, in testing conditions, and with little recognition. 

 

It is vital that they feel appreciated, empowered and properly communicated with by their managers and senior leaders. If they are not looked after and do not feel appreciated, businesses risk low morale, which can negatively influence attitudes to work and the management team.  In turn, that may seep through into how staff come across to customers. 

 

It goes without saying that if not addressed properly, these issues can lead to job dissatisfaction and increased staff turnover. This directly impacts the bottom line and leads to a decline in productivity, profit margins, and brand image. 

 

Recent research we have carried out reveals just how overlooked, under-equipped, and unheard desk-free retail workers feel. While the bosses believe things are working well, the reality for these employees paints a very different picture.

 

With digital transformation reshaping every industry and the Employment Rights Bill coming into force in 2026, OneAdvanced spoke to 500 desk-free workers and 304 managers and executive leaders across retail, manufacturing, logistics, passenger transport, and business services to find out the challenges and opportunities for people who don’t sit at a desk all day.

 

 

The communication gap

The most startling finding from our Disenfranchised Workforce Report has to be the huge disconnect between what bosses perceive to be a happy, engaged workforce of desk-free workers, and the reality of a disenchanted team.

 

We found that nearly every business with desk-free workers, regardless of industry, grapples with a critical issue - the communication gap between these employees and back-office management. This disconnect exists for many reasons, and it is the silent barrier that keeps organisations from reaching their full potential. 

 

In an era where digital transformation is at the heart of all businesses, desk-free workers are being left behind or forgotten.

 

Ninety percent of those in the most senior roles – chairpersons, CEOs, and MDs - and 81% of all leaders, believe performance expectations are clearly communicated, but only two thirds (67%) of desk-free workers agree. And while no HR Directors or CEOs admit to any confusion in the ranks, 10% of DF workers say they often don’t know what’s expected of them. 

 

This is supported by almost a third (32%) of retail workers saying they don’t have any autonomy in their roles. Without clear direction or the ability to act on their own impetus, retail workers may find themselves frustrated and stagnant, resulting in a lack of opportunities for growth and overall impacting the business.

 

 

The blind spots

Aside from the communication breakdown, we also discovered that more than half (56%) of desk-free workers believe better pay would improve morale and retention – but only 20% of senior talent leaders agree. 41% of workers do not think they are fairly paid and yet, 80% of HR leaders believe they are.

 

In retail, more than 200,000 workers are paid the UK national minimum wage or lower, in a sector that employs over 3 million people. Half of all retail workers are part time, and a third are under 25. 

 

We have a predominantly young workforce supporting a vital part of the UK economy, who believe better, fairer pay would improve morale, and yet low wages and overworking appear to be persisting as issues, with 31% of retail workers saying they are overworked but that they expect this in their role.

 

Many leaders are now realising that desk-free workers need to be empowered with the same tools and access to information as their office-based counterparts. As a result, I am pleased to say that many organisations are actively seeking better strategies to attract and retain their essential workforce.  

 

 

Addressing the challenges 

Workforce management software is crucial for businesses managing both desk-based and desk-free employees because it improves communication by providing real-time updates and notifications, ensuring that all employees remain informed and connected regardless of their location or role.

By centralising communication channels, it allows for seamless sharing of important information, whether it’s company-wide announcements, team-specific updates, or individual messages. This builds a more inclusive workplace and keeps employees engaged by eliminating communication silos, making it easier for them to stay aligned with organisational goals. 

 

Additionally, features like mobile accessibility ensure that desk-free employees can access the same information on-the-go, promoting a positive environment and a greater sense of belonging within the organisation.

On top of improved communication, it can also automate routine tasks such as scheduling, time tracking, and payroll, whilst helping to ensure organisations maintain regulatory compliance and improve operational efficiency. 

 

Performance and talent management systems enable managers to recognise and reward employee efforts, boosting morale and job satisfaction which can lead to higher retention rates within these difficult and highly competitive industries.

 

 

Let’s listen and act

People leaders have a critical role to play in bridging the gap between office-based decision-makers and desk-free teams. Our findings show that while many HR and business leaders have good intentions, they risk missing the mark on what really drives engagement, retention, and productivity on the ground. 

 

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Anwen Robinson is SVP at OneAdvanced, a leading UK provider of software solutions

 

Main image courtesy of iStockPhoto.com and Hispanolistic