Convenience stores are finding it increasingly difficult to attract and retain the right frontline staff, as the industry grows and product and service offerings become more sophisticated. The recruitment challenges and high turnover pose a threat to revenues from understaffed stores and negative customer experiences, and generate additional costs for onboarding and retraining. That can become a hindrance to store operations and a risk to growth across the industry.

Now is the time to act. There is much to celebrate in the past adaptations to societal changes the industry has made, and it is in a good position to meet this latest challenge. The staff shortages are a result, in part, of the industry’s success. As stores evolve, frontline roles are becoming busier and more complex, while sales growth over the past few years has increased demand for staff. The growth has been accompanied by higher margins and has strengthened the industry’s finances, so companies currently have the resources to make changes.

The Coca-Cola Retailing Research Council North America NACS (NCCRRC) believes that addressing the impediments that stand in the way of the industry being viewed as an employer of choice is a responsibility that must be addressed by the industry collectively. But it also requires action by individual managers and companies to improve the workplace experience and their approaches to the acquisition, development, and retention of talent.

The NCCRRC has developed a Convenience Industry Action Plan based on insights gathered from industry experts and direct input from frontline employees — past, present, and potential. The research consists of both quantitative surveys and qualitative focus groups. It was designed to better understand both the perceptions and realities of frontline labor, and to develop industry-specific solutions that can mitigate these challenges effectively.

Five factors to help transform modern convenience store retailing

Enhancing safety measures in convenience stores

Ensuring the safety of convenience store staff is paramount for operators. It is crucial to prioritize investments in emerging technology, training, and data-driven solutions to enhance the safety of both employees and customers. These efforts are essential and cannot be overstated in creating a secure environment for all stakeholders involved.

Advocating to increase the availability of talent

To ensure a thriving workforce, the industry must proactively collaborate with local, state, and federal authorities to dismantle barriers that impede the entry and retention of willing workers. By promoting inclusivity and sustainability, leaders can create a conducive environment for individuals to access and maintain meaningful employment opportunities.

Investing in talent development for a robust pipeline

Training and education are essential to developing talent and building a more robust pipeline of qualified workers. The industry needs to embrace opportunities to invest in training, not only for current employees but also for next-generation workers and those looking to reskill for new careers.

Improving transportation challenges for frontline workers

Research indicates that frontline convenience workers need better access to transportation. When this is lacking, the geographic scope in which qualified workers can seek employment is limited. Transportation difficulties also contribute to worker absenteeism and voluntary termination. Providing transportation solutions can expand the industry’s labor pool.

Using media to promote convenience store industry perception

With 86% of Americans living within 10 miles of a convenience store and 43% living within one mile, the news and events that take place across our industry are integral to the communities we call home. To attract a vibrant workforce and prepare for the future, it is important to ensure that our industry is viewed positively.