The majority of holiday shoppers will come face to face with representatives of many major brands in the next few weeks. One could argue those employees — who mostly earn hourly wages — are a brand’s most important. Retail hourly workers are the direct tie to the consumer in the most important shopping time of the year.
Yet our Profile of the Hourly Worker research shows some distinct gaps in the ideal — retail hourly workers being engaged, empowered and valued by their companies — and reality — how these hourly workers feel about their jobs.
To illustrate these differences, we broke down the Profile of the Hourly Worker data by those who work in retail and compared them to the whole. The differences raise red flags for retail brands who are putting employees on the front-line for the busiest season of the year.
It’s clear the retail hourly worker is inherently different from the average hourly worker across industries. They are more mobile and connected, but also more disenfranchised from their employers. Improving employee engagement and connectivity is one way to bridge that gap.
To learn more specifics about the retail segment of the research, stay tuned for more in-depth reports by subscribing to our internal communications e-newsletter (form in the right sidebar of our blog).
Editor’s Note: Profile of the Hourly Worker’s first report — Demographics, Devices and Disconnection — was released in November 2015. It is an independent survey conducted by Edison Research on behalf of Red e App to discover insights and details about the United States hourly workforce.