Job satisfaction of UK retail staff has fallen in the last twelve months, as new data reveals that shop workers are now more likely than other sector employees to be considering leaving their roles in 2024.
Latest global research from workforce management provider Quinyx, in its 2024 State of the Frontline Workforce report, found that 56% of retail workers want to quit their jobs – up from 49% in 2023.
The data indicates a downturn in employee engagement and loyalty across the sector; in 2023, shop workers were most likely to say they felt valued at work than those in other industries, including hospitality and transport, reporting greater career opportunities and pay rises.
This year, low pay is a key factor in retail staff dissatisfaction – 46% of employees wanting to leave are seeking a higher salary, while 41% say being undervalued by their bosses is their biggest driver for quitting. 71% of workers say higher pay would make their job more attractive.
Germany ranks highest for retail staff unhappiness
In a global comparison, however, the study shows job dissatisfaction is much lower among UK shop staff than their international counterparts. In Germany, 75% of retail workers are looking to quit; 64% of shop staff in The Netherlands and 61% of US employees feel similarly unhappy at work.
Worried about the impact of tech
The data also highlights the extent to which UK retail employees are unable to ‘leave work behind’ and switch off; almost two thirds (61%) are contacted about work by managers and colleagues via WhatsApp, with 91% thinking about their jobs once they’ve clocked off.
In addition, a quarter (24%) of UK shop staff feel negative about the future of technology, such as AI and automation, in the context of their work – higher than all other sector employees surveyed. The majority (73%) fear technology will eliminate jobs, while 36% are concerned about malfunctioning equipment and subsequent frustration for customers and colleagues.
Quinyx has monitored the attitudes and behaviours of tens of thousands of deskless employees in the US and Europe – including over 11,000 UK workers – in its State of the Frontline Workforce study, since launching the report in 2020.
Toma Pagojute, chief HR officer at Quinyx, says: “In an unfavourable financial climate, it’s understandable that staff might consider alternative options with better pay, which is why it’s vital for company leaders to consider all elements of the employee experience – fair pay, making staff feel valued, career support and progression, minimal stress.
“Our research suggests an increased blurring of personal and work-related communication through the use of WhatsApp – which can encourage an ‘always-on’ culture and exacerbate stress. There can be data protection implications too, which employers need to be aware of.
“It’s certainly worth reviewing company communication channels, ensuring technology is benefiting everyone. And we shouldn’t forget the value of ‘old-fashioned’ face-to-face chat and discussion in helping employees feel valued – meaning they’re less likely to look elsewhere.”
