Plenty of retail jobs out there, but they might look different than in the past

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There will be plenty of retail jobs out there this year, they just might not look like people expect them to, experts say.

Rachel Smart, founder of recruitment company Frame Retail said after hiring freezes, redundancies and store closures in 2020, businesses were starting to look at how to rebuild heading into 2021.

“Since Covid-19 struck, we saw an increase in e-commerce and digital marketing roles as brands started to increase their online presence in the retail space,” Smart said.

The commitment to online growth had continued into 2021, she said.

In the last six months of 2020, hiring for retail management roles stalled as businesses looked to work with what they had, she said.

Strong shopping figures has meant retailers were starting the year looking to build staff numbers

However, just before Christmas there was an influx of store manager vacancies listed with Frame Retail, Smart said.

There were 3807 retail jobs listed on the Seek website on Thursday.

“That is a really promising sign for the industry,” she said.

Brands were showing more confidence moving into 2021, she said.

While brands were now looking to start the hiring process again, the available jobs could look different than in the past, she said.

With the rise of digital commerce, bricks and mortar stores needed to create an experience that would bring customers in-store, she said.

First Retail Group managing director Chris Wilkinson said retail was facing a collision in 2021.

“We have a drive for automation and efficiency wherever possible, reducing the lower-paid roles. Yet, we have a real shortage of people at the managerial end or those with really strong sales skills,” Wilkinson said.

Covid-19 had required retail workers to “up their game in terms of skills, attitude and discipline so that they are in the consideration for where retail is heading”.

First Retail Group managing director Chris Wilkinson says there is currently a shortage of experienced retail managers in New Zealand.

Wilkinson said there would always be a need for people selling apparel and higher-end goods but there might be less of a demand for people at the checkouts and other functional roles.

Online shopping was also creating its own set of roles, he said.

“So, the people who may have worked at the checkout might now be working in the dark stores. It's not as if these roles are disappearing completely, they are just changing,” Wilkinson said.

In general, business confidence bounced in December on the back of strong GDP numbers in the September quarter.

According to ANZ’s December Business Outlook survey, businesses were generally positive about their outlook for this year.

ANZ-Roy Morgan Consumer Confidence Index lifted 5 points in December to 112, edging closer to its historical average of around 120 points.

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