🏋🏽♂️ Supporting Retail Staff: the Smartest Investment Retailers Can Make
TL;DR
Retail success isn’t just about great products—it’s about the people who sell them. 75% of shoppers spend more when they receive high-quality service, yet staff shortages, lack of training, and poor engagement lead to over 20% of missed in-store sales. (BoF-McKinsey, State of Fashion, 2025)
Retailers who invest in their frontline teams see higher sales, stronger loyalty, and lower turnover. In today’s market, supporting retail staff isn’t just an expense—it’s a growth strategy.
🤨 Retail is Evolving, But Are Retailers Supporting Their Staff?
Retailers have poured money into technology and digital transformation, but in doing so, many have overlooked the human element of shopping.
Customers expect better service – 60% of shoppers cite poorly trained or disengaged staff as a key reason for dissatisfaction. (BoF-McKinsey, State of Fashion, 2025)
Sales are lost due to poor engagement – Over 20% of missed in-store sales are linked to staff unavailability or lack of engagement. (BoF-McKinsey, State of Fashion, 2025)
With shoppers becoming more selective in their purchases, staff play a bigger role than ever in influencing decisions. Brands that fail to empower their teams will lose out to competitors who prioritise customer service and personalised experiences.
🤓 The ROI of Supporting Retail Staff
Investing in better-trained, well-supported, and engaged employees isn’t just a nice-to-have—it delivers measurable business benefits:
💸 Higher Sales & Conversion Rates
75% of shoppers spend more when they receive high-quality service (BoF-McKinsey, State of Fashion, 2025).
A well-trained staff member boosts cross-sell and upsell rates, increasing average transaction values.
💪🏼 Stronger Customer Loyalty
Shoppers who feel a personal connection with a store associate are more likely to return.
Retailers who prioritise personalised service see higher repeat visit rates.
🔻 Lower Employee Turnover & Hiring Costs
Retail workers are 1.2 times more likely to leave their jobs. (BoF-McKinsey, State of Fashion, 2025)
The cost of replacing a single frontline retail employee can range from $4,000 to $20,000, factoring in recruitment, training, and lost productivity. (BoF-McKinsey, State of Fashion, 2025)
Better training, better incentives, and better tools lead to higher staff retention and reduced hiring costs.
📈 Improved Store Performance
Retailers who empower staff reduce friction in the shopping experience, leading to faster decision-making and higher basket sizes.
Retailers like Essx and Mejuri have shown that prioritising in-store experiences and staff engagement drives higher in-store conversion rates. (BoF, "How to Reach Shoppers When They’re Not in the Mood to Shop," 2024)
💡 What Retailers Can Do to Support Their Staff
Retailers who want to future-proof their business should focus on three key areas:
1️⃣ - Give Staff the Right Tools to Understand Customers
Customers today expect tailored recommendations—but most staff don’t have the insights they need to deliver them.
Shoppers often don’t fully know what they want—staff need tools that help them understand preferences quickly (OneStop Retailer Survey).
Retailers who equip their teams with real-time customer insights can dramatically improve engagement and conversion rates.
2️⃣ - Reduce Friction in the Shopping Experience
Staff should not have to step away to check stock or struggle to suggest appropriate alternatives when an item isn’t available.
Retailers who improve staff efficiency see higher customer satisfaction and reduced lost sales.
Using retail tech that streamlines these tasks enables staff to focus on building relationships instead of dealing with inefficiencies.
3️⃣ - Invest in Training & Incentives
Employees who feel valued are more engaged and stay longer. (BoF-McKinsey, State of Fashion, 2025)
Retailers should reward customer engagement, not just transactions—great service is about more than making a sale.
Brands like H&M and Zara have shifted their focus from cutting costs to investing in-store staff and training programs—and they’ve seen increased in-store conversion rates as a result. (BoF, "How to Reach Shoppers When They’re Not in the Mood to Shop," 2024)
🚑 OneStop: Helping Retailers Turn Staff Into Sales Drivers
Retailers who use OneStop give their staff the following:
✅ Real-Time Shopper Insights – No more guesswork. Staff can instantly access shopper preferences, past purchases, and personalised recommendations to improve engagement.
🏃🏽♂️Faster, More Confident Recommendations – If an item is unavailable, staff can instantly suggest similar options, keeping the shopper engaged instead of walking away.
🛍️ Smoother In-Store Experience – Staff spend less time checking stock and more time building relationships with shoppers.
👆🏼 Higher Staff Retention & Productivity – Employees feel more confident and valued, reducing frustration and increasing motivation.
By equipping staff with the right tools, OneStop helps retailers drive more sales, improve customer satisfaction, and reduce staff turnover.
🌟 Conclusion: Investing in People = Retail Success
The future of retail isn’t just about digital transformation—it’s about empowering the people who make shopping experiences memorable.
📈 Higher customer satisfaction
🛍️ Increased sales
💪🏼 Stronger brand loyalty
📉 Lower hiring costs
📩 Ready to give your staff the tools they need to succeed? Sign up for early access to OneStop and start transforming your retail experience today or click here to take a deeper look at the current state of fashion in 2025.
