The Store Associate: New Roles, New Responsibilities

Associates at ‘essential retail’ locations have had their roles redefined in 2020.

Essential retailers have been forced to reassess and redefine their operational processes during the pandemic. Many were forced to set up online, BOPIS / Curbside, and other protocols to manage the rise in demand. However, most retailers had to do so using the same operational and technology capabilities as before the pandemic.

Fewer associates per shift have to manage a greater number of tasks to ensure successful customer experiences.

of essential retailers said they have increased hourly pay.

Online grocery sales have surged as much as 200% this year, driven by the pandemic. In three short months, the grocery industry hit online sales projections forecast for 2025. Online sales have a direct impact on the role of the associate since the majority of the goods are fulfilled at the store level.

As the industry adapts to the new environment, essential retail store associates face multiple issues: