In retail, internal communications are particularly challenging, especially when a large percentage of your workforce is deskless.
These employees are on the front lines serving customers, often without regular access to email or intranet platforms, making it difficult to ensure consistent communication across the board.
If you’re involved in internal comms in the retail industry, it’s important to regularly assess whether your strategy is serving the needs of your diverse workforce—especially your deskless employees.
Here are the top seven questions you should ask about your internal communications strategy.
1. Are We Reaching Our Deskless Workforce?
Deskless employees make up a large portion of the retail workforce, but they often lack regular access to traditional communication channels like email or desktop intranets. Are you using mobile-friendly platforms like apps, SMS, or push notifications to reach them? Ensuring that your communication is mobile-first helps engage employees who are always on the move.
2. Are We Delivering Bite-Sized, Actionable Content?
Retail workers don’t have time to read long emails or documents during their shifts. Are you delivering short, actionable messages that fit into their busy schedules? Whether it’s via quick updates, videos, or checklists, keeping messages brief and relevant will improve the likelihood that deskless workers receive and act on the information.
3. Do We Have the Right Mix of Channels?
Is your current channel mix effective for a workforce that rarely sits behind a desk? In retail, you may need a blend of mobile apps, SMS, digital signage, or even manager-led huddles to ensure that communication is delivered in real-time. Evaluating which channels work best for your deskless employees ensures they stay informed without disruptions to their workflow.
4. Are We Measuring the Right Metrics for Deskless Engagement?
Traditional engagement metrics—like email open rates—aren’t sufficient for deskless workers. Are you tracking metrics like app usage, SMS open rates, or employee participation in store meetings? Consider using pulse surveys and real-time feedback tools that employees can access on their mobile devices to ensure you’re getting a clear picture of engagement levels.
5. How Are We Supporting Store Managers in Communication?
In retail, store managers are often the key communicators with deskless employees. Are you providing managers with the right tools and support to cascade messages effectively? This could include leadership communication guides, training on using internal platforms, or even providing pre-written talking points for huddles.
6. Are We Encouraging Two-Way Communication?
With many deskless employees feeling disconnected from corporate decision-making, providing ways for them to offer feedback is crucial. Are you giving these workers opportunities to share their thoughts, ask questions, or raise concerns? Mobile platforms with feedback tools, anonymous surveys, or open-door policies with store managers can foster a culture of two-way communication.
7. Are We Addressing Employee Well-Being in Our Communications?
Retail is a high-stress environment, and deskless employees often face unique challenges, including long hours, physically demanding work, and a lack of job flexibility. Is your communication strategy addressing their well-being by promoting mental health resources, offering flexible scheduling options, or highlighting wellness initiatives? Prioritizing the well-being of deskless employees fosters loyalty and reduces burnout.
Start Improving the Way You Communicate with Deskless Employees
As a retail internal comms pro, your strategy must adapt to the realities of a deskless workforce - from ensuring your messages are accessible and actionable, to empowering store managers and promoting well-being, these seven questions will help you identify gaps and opportunities for improvement. After reviewing these seven questions, how well are you doing?
Talk to our team to explore how you can improve engagement with your customer-facing retail teams.
What’s Next?
