The Feedback from the Field report of frontline employees and managers paints a picture of a retail workforce which sees the positive impact of integrating technology into the frontline.

Only a third of retail workers (35%) are concerned about the impact of new technologies like AI in the future.

Increased automation may be perceived as a way to resolve frustrations with current technology used in the sector.

Over two-thirds of retail workers (70%) aren’t fully satisfied with their tools and IT at work. Of these, half (52%) find them too dated and 44% say they’re unfit for purpose.

Automation could also be seen in the frontline as a solution to skills and labour shortages.

Over half (56%) of retail workers believe skills and labour shortages will present critical issues in the industry.

Of these, 27% believe these issues are already causing critical issues in the sector.

There is a generational divide, with younger retail workers more worried than older workers about the impact of automation on their role.

Two-fifths of these Gen Z (43%) and Millennial (40%) workers express concern about automation, compared to only 23% of Baby Boomers.

Alex Brooks-Sykes, SafetyCulture’s lead for UK & Ireland, said: “It’s a positive surprise to see such optimism from frontline employees on automation, which can often be perceived as a bane for workers.

“The reality is frontline employees are dissatisfied with their current workplace tools and IT – with our research estimating that outdated and unfit tools cost the retail industry more than £4 billion every year.”

“The frontline reaps the benefit of better technology, and businesses can benefit from improved efficiency, better risk management, and enhanced training.”

“Of course, retail often relies on the human touch. But investing in people and technology makes for a powerful combination.”