With leaner teams under pressure, Quinyx says smarter rotas and better engagement will be critical to protecting sales and loyalty
Ineffective staff scheduling could be the single biggest risk to UK retailers’ success this Christmas, according to Ned Gammel, VP of Sales at workforce management provider Quinyx.
Ned explains: “Due to rising costs, many retailers are running leaner teams[1] – but with a smaller workforce every shift matters. A single rota gap can create queues, overwhelm click-and-collect desks, or slow fulfilment, with direct consequences for customer loyalty at the most competitive point in the calendar.
“If rotas don’t match demand, retailers are left exposed. Queues build, staff burn out, and service standards slip – and in today’s challenging economy customers won’t give second chances. This season the brands that succeed will be those that get scheduling right.
“Our State of the Frontline Workforce study[2] has shown consistently that stress and burnout have long been issues in retail. With smaller teams, those pressures now hit harder. Smarter, more flexible scheduling is one of the most practical ways retailers can support staff wellbeing while protecting performance.”
According to Ned, with smaller teams, scheduling must do more than simply fill shifts. Leading retailers are already:
- Forecasting demand precisely – Using AI to predict trading patterns, click-and-collect surges and footfall trends, so team cover aligns with real peaks.
- Making rotas fair and flexible – Allowing staff to set availability, swap shifts and access schedules instantly reduces stress and mid-season dropouts.
- Engaging workers through apps – Using digital tools, like Quinyx, to communicate updates, recognise achievements and offer micro-rewards helps colleagues stay motivated.
- Managing wellbeing proactively – Monitoring absence patterns and stress indicators to intervene early, preventing burnout from undermining already lean teams.
With KPMG’s 2025 Retail Outlook showing 74% of UK consumers plan to shop ‘more selectively’ this Christmas, and Zendesk warning that 44% will abandon a retailer after a single poor experience, the stakes are high.
“Retailers are trying to do more with less – and this only works if every shift is optimised,” Ned adds. “Ineffective scheduling doesn’t just put pressure on staff, it risks sales, margins and loyalty. Smarter, AI-driven rotas are the simplest, most effective way to help leaner teams succeed this festive season.
“With peak trading now underway, retailers can’t afford to wait. Smarter scheduling, regular check-ins, and flexible shift management are essential to easing the load, reducing stress, and keeping teams performing under pressure.”
[1] British Retail Consortium, June 2025 labour data: https://brc.org.uk/news-and-events/news/corporate-affairs/2025/ungated/retail-jobs-falling-by-the-wayside/
[2] Quinyx’s State of the Frontline Workforce report 2023: https://www.quinyx.com/en-gb/uk-sofw-2023