The Frontline Gap: Insights for Retail

When it comes to retail, frontline workers keep the world moving. Whether stocking shelves or serving customers they’re essential to brand reputation and organizational success.

But too often, frontline retail workers like you face what we call the ‘Frontline Gap’ – a real disconnect between desk-based teams and those on the ground. It can leave them feeling left out, unheard, or unsupported.

To understand the impact of this gap – and how to fix it – we surveyed 7,500 global frontline workers across multiple industries, including more than 600 from retail.

We found that 44% of all frontline retail workers say their company cares more about office workers than them.

And if unaddressed, the growing dissatisfaction caused by the Frontline Gap can result in higher attrition and turnover, damage to your employer brand and reputation, and a decline in customer service and overall experience.

Here's a sneak peek at our findings:

• 1 in 5 feel they’ve never been recognized for their work
• 44% feel they have a bigger impact than their office colleagues but aren’t recognized for it
• 43% say their company doesn’t care about them as a person
• Only 12% feel certain their company culture applies to them
• 73% don’t feel strongly connected to their company’s mission and values

Download the report to explore the key challenges affecting frontline retail worker engagement and discover practical insights to help close these gaps within your teams.