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Janine Stowe

The Future for Frontline Retail Employees: Exploring the Intersection of Employee-driven Innovation and Technology Integration

Co-author: Rhea Nambiar

This report explores the future for frontline employees in the retail sector, looking at how current trends specifically in technology integration may affect their role and how their opportunity for employee-driven innovation might be helped or hindered. Through a literature review and semi-structured interviews, the research team developed a deeper understanding of the challenges facing frontline employees. A stakeholder analysis, influence map, and casual layered analysis provided system clarity. Through conducting a horizon scan, technology implementation was identified as a key driver of change. Existing and emerging trends added context. A 2x2 matrix and Dator’s Four Futures were then applied to create four unique possible futures focusing on the intersection of EDI, technology, and the role of frontline retail employees. These futures along with the insights developed through the secondary and primary research, inform recommendations to guide further exploration. We hope this work spurs conversations within the retail sector around how to better involve frontline employees as co-creators with unique perspectives and innovative ideas.