Storeworker 2.0: the new responsibilities for frontline staff

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The role of store staff is changing. Covid, new shopping habits and fewer in-store roles have created a wealth of extra responsibilities for shopworkers. Retail Week looks into the skills needed for Storeworker 2.0.

From health and safety champions to tech support to online shopping pickers, the role of the shopworker has changed a huge amount in the past year. And, as job cuts reverberate across the industry, store staff will be asked to do more and more.

These new responsibilities reflect the undeniable changes in how consumers browse and shop in-store, exacerbated by the new normal of post-lockdown shopping.

Whether they sell food or fashion, retailers have had to overhaul store operations to keep in line with customer expectations – including introducing new roles, such as greeters, and having workers take on multiple job functions. 

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