Mass store closures ordered by the government to combat the coronavirus crisis have dealt the retail industry a devastating blow.

Lost sales are already into the billions – numbers provided by Dixons Carphone and Primark alone total more than £1bn – and profits are evaporating.

In such torrid conditions, ecommerce is the last remaining income stream for retailers selling products deemed inessential. However, that channel may be jeopardised by the irresponsible behaviour of a few.

“The danger is the public and politicians may react angrily as a result of clodhopping attempts by some to sidestep the restrictions”

In the last few days, worrying allegations have been made about working practices in some warehouses including, it is claimed, rules on social distancing not being enforced. The GMB trade union, in particular, has gone on the offensive, partly, no doubt, in the hope of winning recognition deals that increase its power.

As well as unions, others have made allegations on social media about warehouse conditions. The claims are not always possible to substantiate and, if true, are unrepresentative of the seriousness with which the majority of retailers take responsibility for their people.

But the danger is the public and politicians may be willing to believe the worst and to react angrily as a result of clodhopping attempts by some to sidestep the coronavirus restrictions.

The right approach

Retailers are increasingly concerned about the possibility that ecommerce could be subject to a lockdown, just like bricks-and-mortar stores. The best employers are taking action, not just doing the right thing but being seen to do it, by communicating clearly and empathetically with distribution centre staff to assuage fears, address worries employees may have and reinforce the importance of the work being done.

One chief executive sent me a memo that he has circulated to distribution centre staff that exemplified the right approach. It set out the government’s instructions that must be complied with; outlined extra measures implemented by the retailer that put safety before profit; made commitments on jobs and pay; and, vitally, paid tribute to the value of the work being undertaken by warehouse workers.

The last point really matters. In depressing and fearful times, when people are stuck at home, they appreciate access to goods – whether practical or treats – that might not be classed as ‘essential’, but enhance the quality of life when their freedom of movement and activity is restricted

Take for instance toys and games. With schools shut, parents need to keep their children happy and occupied, and access to ‘inessential’ online retailers comes into its own.

That’s been the experience at toy specialist The Entertainer, where online sales have risen, and chief executive Gary Grant outlined to me the special measures in place at his warehouses to keep staff safe.

“The consequences of a warehouse shutdown, and the impact that would have on businesses and livelihoods, is unthinkable”

The Entertainer has introduced more shifts so staffing can be phased; there is extensive cleaning and disinfecting between shifts; there are floor markers to enable social distancing; and only every other picking station is being used, so people do not work immediately next to one another.

Grant says he has benefited from the earlier experience of coronavirus of his suppliers in Hong Kong and implemented practices that worked for them.

That includes masks, on order at present, to send a visible signal to staff that it’s not business as usual. “It’s a partnership,” he says. “Employers have to lead, and employees need to play their part.” Once the emergency is over, Grant plans a party for his distribution workers in recognition of the fact that The Entertainer “is wholly reliant on them now”.

Wholly reliant – the same is true for other companies, and it’s a stark illustration of how crucial it is that retailers can continue to trade from their online distribution centres. That’s why it is so important that a few rogue operators cannot be allowed to tarnish the reputation of the whole industry.

The consequences of a warehouse shutdown, and the impact that would have on businesses and livelihoods, is unthinkable.

The true picture of what’s happening in most retail warehouses needs to be made clear. The staff working in them might not be ‘first responders’ like the grocery employees managing access to food and other essentials, but they’re doing a great job in maintaining, as far as possible, not just business as usual, but life as usual for customers.

That’s the story that the retail industry urgently needs to get across.