The disconnect between retail’s desk-free workers and management: What the data tells us

Our latest report, ‘A Disenfranchised Workforce: The Distorted Reality Threatening Your Business’, has revealed a significant disconnect between the desk-free workforce and those who manage them, particularly when it comes to pay, workload, and the new Employment Rights Bill.

In collaboration with a third-party partner, we surveyed 800 individuals—including 500 desk-free workers, 200 middle managers, and 100 executive leaders—to explore how both employees and employers perceive working conditions. The findings are sure to be a wake-up call for many in retail, with a significant portion of the respondents being from this crucial sector.

Feeling overworked and misunderstood?

A staggering 76% of desk-free workers in retail say they feel overworked. However, only 65% of managers recognise this, and over a third (35%) don’t acknowledge workload as a challenge at all.

Digging deeper, we found:

• 31% of desk-free employees expect to be overworked as part of their job.
• 30% blame staff shortages, while 24% say unpredictable demand is the main cause.
• Surprisingly, just 18% of managers believe excessive workloads contribute to resignations or sick leave.

It’s a clear case of misalignment—and it’s impacting morale and retention.

Pay disparities: Perception vs. reality

The divide is just as evident when it comes to pay:

• 42% of desk-free workers say they’re not paid fairly.
• In contrast, 73% of retail managers believe pay is fair—one of the widest perception gaps we uncovered.

Interestingly, one-quarter of retail managers admit that workers are underpaid—higher than the cross-industry average of 20%. But even that recognition doesn’t match the depth of discontent among employees, especially when compared to other industries like logistics (33%) and passenger transport (33%).

What would improve staff retention?

When asked what would prevent them from leaving, desk-free workers were clear: better pay and benefits. In fact, 59% believe this would reduce staff turnover. Only 34% of managers agree.

Yet both groups still ranked pay improvement as the top solution—suggesting that while there’s disagreement on the extent of the issue, there's some common ground on how to tackle it.

Other notable insights included:

• Only 15% of managers think flexible pay options would help, and even fewer workers (5%) agree—highlighting that what’s really needed is better base pay and recognition.
• Shift flexibility remains an issue too: 73% of workers say they lack flexibility around their schedule, while 63% of managers acknowledge this as a concern.

The Employment Rights Bill: A divisive topic

The new Employment Rights Bill has caused some debate. Over half (51%) of desk-free workers support the end of zero-hours contracts, believing it will foster more commitment from employers and help secure benefits from day one.

However, only 39% of retail managers back the legislation. A significant number are worried about its impact, especially on hiring younger or less experienced workers—despite the fact that nearly one-third of retail employees are under 25.

Some managers are supportive, citing alignment with their values and culture. But concerns remain around the potential operational and financial implications.

What can be done?

These findings underscore the pressing need for retailers to bridge the gap in understanding between desk-free workers and management. With staff retention, fair compensation, and workload management at the forefront of workforce challenges, aligning employer-employee perspectives will be critical in shaping a sustainable and supportive work environment.

As work-related legislation continues to change, it has never been more important for employers to listen, understand, and act.

Final thoughts

The disconnect between frontline staff and leadership isn’t just a workplace issue—it’s a business risk. Retail leaders must take a closer look at how they communicate with desk-free employees and rethink policies around pay, flexibility, and fair scheduling.

Want to learn more? Read the full report to explore all of the findings and discover practical steps for creating a more connected, motivated, and productive workforce.