RETAIL jobs will have to adapt to technological change and shifting consumer demands, among other trends identified by a new manpower road map – and retailers can seek help for this transformation from the new Jobs-Skills Integrator for the sector.

Covid-19 accelerated the digitalisation of retailers, and those who “do not move with the times” will “be left behind”, said Minister for Manpower Tan See Leng at the launch of the Jobs Transformation Map (JTM) for Retail on Thursday (Jun 1).

Consumer preferences have shifted towards online shopping. At the same time, Singapore’s consumer demand could slow in the near term, and labour shortages are likely to continue, he warned.

These challenges mean that retailers must transform – but there are also opportunities presented by the growing middle class, changing consumer demands and “novel technologies like AI (artificial intelligence), virtual reality and three-dimensional printing”, said Dr Tan.

The Singapore Retailers Association, Singapore Furniture Industries Council and Singapore Fashion Council have agreed to work with over 1,100 of their member companies to drive job transformation for their workforce of almost 94,000 workers, in line with the JTM.

The JTM identifies four key trends to which the retail industry must adapt: shifts in consumer demands; new retail models; automation and data analytics; and increasingly complex and volatile supply chain conditions.

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It highlights existing job roles that may undergo a “medium or high degree of change” as a result, such as sales associates and store managers. Repetitive tasks in these jobs could potentially be automated, for example.

Another possible transformation, suggested Dr Tan, is for the sales associate role to be redesigned to manage both online and offline channels. For example, at furniture retailer Commune Lifestyle, retail associates can get data-based insights on online customer behaviour and thus personalise recommendations when customers visit the store.

The JTM includes a guide for small and micro retailers on how to address manpower shortages by transforming jobs, Dr Tan noted. For instance, instead of having a store manager, e-commerce manager and merchandising executive, a single role could be responsible for these areas.

The JTM also identifies nine emerging job roles that require “emerging skill sets” such as brand storytelling, omni-channel management and carbon footprint management.

The initiative was jointly developed by Enterprise Singapore and Workforce Singapore with the Ministry of Manpower, supported by SkillsFuture Singapore.

Common obstacles that retailers face when redesigning jobs include not knowing where or how to start, and not being aware of incentives and grants, SRA executive director Rose Tong told the media. The SRA has been helping by providing advisory services and connecting retailers to solutions providers.

To close the gap between redesigned jobs and existing skill sets, Singapore National Employers Federation (SNEF) has been appointed as the Jobs Skills Integrator (JSIT) for the retail industry, supported by the National Trades Union Congress (NTUC).

Companies can approach SNEF and NTUC LearningHub to get help with implementing a workforce transformation plan. The JSIT will advise them on job redesign and required reskilling, and help them find funding support.

Based on the industry’s needs, the JSIT will work with training providers and Institutes of Higher Learning to curate a relevant training curriculum. It will also facilitate job matching for jobseekers looking to enter the retail sector.

NTUC will engage unionised companies and company training committees to look into career development for the retail workforce, so that workers “continue to have access to opportunities for better wages and work prospects”, said deputy secretary-general Desmond Tan in a press release.