Live from London, Maze hosted a webinar with two retail voices who know the retail frontline better than most: Luci Vardy, global retail director at Reiss, and Chris Brook-Carter, CEO of Retail Trust.
Together, they shared how retail is changing, what staff really need to thrive, and why recognition and well-being are no longer optional extras.
The current reality for retail teams
The pandemic changed the way people think about work, and retail has felt that more than most. While plenty of industries moved towards hybrid and flexible setups, store teams had to stay physically present, seven days a week.
Luci explained how that reality has pushed REISS to look at balance differently:
“Retail is a relentless but fun industry. We’ve had to make a real change in how we support our teams so they can achieve balance and well-being, just like people in other industries.”
Chris added that younger generations are looking for something else from their employers: they want to feel empowered, connected, and purposeful. Leadership in retail, once very top-down, has shifted to giving teams more voice and responsibility.
Recognition as a retention driver
Gøril Wold Waegger from Maze hosted this webinar, and when she shared research showing one in three frontline workers are considering leaving their jobs because they don’t feel recognized, the number rang true for Luci. That is why REISS moved away from mystery shoppers and review sites to daily customer feedback through Maze.
“Our team members are motivated by doing a great job. With Maze, we get authentic feedback from real customers, often naming our staff personally. That authenticity has been the single biggest factor in driving improvements in conversion.”
Luci also reflected on why this kind of feedback truly matters.
“Do I think behavioral data changes or creates better performance? It has to help,” she said. “Happy employees deliver better results, they just do. When you go to work and you feel appreciated, supported, and seen, you naturally give your best. Hearing you’re doing a great job from customers, peers, or in company calls is powerful. It’s addictive being recognized for the work you do, and it drives people to do even better.”
Stores that consistently use Maze for feedback have seen higher conversion rates and better retention. Recognition has become a daily motivator rather than a once-a-year performance review.
The human cost of neglecting well-being
Another important theme during this webinar was safety. Abuse towards retail staff in the UK has been on the rise, often linked to shoplifting. Chris explained that this issue has become one of the biggest reasons people call Retail Trust’s helpline.
Too often, he said, the industry used to brush it off as “part of the job.” Now, with campaigns like Let’s Respect Retail and free de-escalation training, there’s a stronger push to protect staff and change the culture.
“25 years ago, abuse was simply accepted as part of working on the frontline. Thankfully, now we’re talking about it, and that’s the first step to change.”
Happiness creates stronger businesses
At the heart of the discussion was a simple but powerful point: happier, recognized employees perform better.
Chris put it like this:
“We’ve championed the idea that happiness creates thriving economics for almost 200 years. Unless businesses measure, invest in, and act on staff happiness, they’re leaving performance and productivity on the table.”
And Luci brought it back to basics:
“Treat employees like human beings. Find ways to support what matters to them, whether that’s time with family, recognition for their work, or career growth. You’ll get it back tenfold in loyalty and performance.”
What retail leaders can take away
- Shift leadership from top-down to empowering and listening.
- Recognize staff daily. Authentic feedback matters more than a yearly review.
- Prioritize well-being with flexibility, mental health support, and safety.
- Invest in soft skills for junior managers, they shape most of the frontline experience.
- Treat employee happiness as a business metric, not an afterthought.
Final thought
Retail will always be demanding, but it doesn’t have to be draining. When staff feel seen, supported, and safe, they will build more trust for your company and perform even better. As Luci and Chris showed, the future of retail success lies in one place: the frontline.
