Brick, click, and the future

Your workforce, customer experience orchestrator fit for the phygital retail revolution

Overview

New technology and changing consumer preferences are disrupting retail worldwide, putting pressure on retailers to reinvent how, what and where they serve their customers. In this report we explore how retailers can reskill and upskill key talent through workforce transformation, integrate technology into the physical store to achieve a phygital customer experience, and reevaluate their business strategy. Current trends in retail suggest a shift in jobs, skills, and ways of working in the future. However, this does not mean that the role of the physical store is no longer relevant, but rather that a shift is needed in the way the future retail store is managed and in managing the workforce.

Customers are becoming more attracted to digital technologies that can improve their in-store shopping as technology develops. Shopping in physical stores and malls is evolving into a more entertaining activity in South Africa. A physical store provides convenience and the impression of more choice. This suggests a preference for a more all-encompassing purchasing experience that makes use of the best aspects of both worlds. It's crucial to address a number of important workforce touchpoints in order to get ready for this shift, including learning new skills, resolving reskilling requirements, and modifying managerial and leadership abilities.

How will jobs, skills and ways of working change in the store of the future?

1. Jobs

Traditional jobs are becoming a thing of the past as retailers notice the need to rethink them, either by augmenting or replacing existing ones or creating new ones. While some instances call for a clear and drastic shift in jobs, others require slight augmentation where employees’ roles change marginally but their current skill sets can be retained.

2. Skills

Creating, augmenting or replacing jobs would be pointless unless retailers understood the reason for them and the skills that should accompany these future jobs. Different leadership styles are required to keep employees in changing roles engaged and focused on the customer experience.expectations.

3. Ways of working

To shape the future of retail stores, jobs and skills must adapt to introduce new ways of working. Current ways of working will suffice for only a short while longer, and consumers will likely start looking elsewhere for their expected in-store customer experience. Customer service is one of the most prominent retail-related conversation starters among customers, making it the most impactful word-of-mouth lever for retailers.

Retailers understand the need to differentiate themselves and reinvent their ways of interacting with customers. They must provide customers with more than just goods to promote a positive and memorable customer experience. For this to be executed successfully, they need to rethink their organisational strategy, operating model, and capabilities to match the customer's needs and exceed their expectations.