The retail landscape has undergone a seismic shift over the past few years, largely driven by the pandemic. For the new wave of entry-level associates—many of whom were in their early teens or still in high school in 2019—their expectations of retail work are markedly different from those of prior generations. This shift has reshaped what they view as essential in a retail job and why training is now more crucial than ever to bridge the skills and experience gap.

The New Generation of Retail Associates: Born in the Pandemic Era

Today’s youngest retail associates, often aged 18 to 24, were 13 to 19 years old when the pandemic began in 2019. Many had limited or no prior work experience and were largely unfamiliar with traditional, pre-pandemic retail dynamics. For these associates, the experience of retail has been defined by:

  1. High levels of automation and digital transformation, such as self-checkouts, mobile POS systems, and app-based customer service.
  2. A heightened focus on health and safety measures, including mask mandates, sanitation protocols, and physical distancing.
  3. Flexibility and remote options in some segments, setting a precedent for adaptability and alternative work structures even within brick-and-mortar settings.

This younger generation has come to expect a work environment that is technology-driven, adaptive to change, and supportive of their personal values and work-life balance. Unlike earlier groups who grew up in and around physical stores, many of today’s young associates spent their formative years engaging in online shopping, leading them to expect efficiency, speed, and technology in every part of the retail experience. Their lack of early exposure to physical retail as consumers has created unique challenges in onboarding and training, making structured training even more essential.

The Changing Retail Experience Through Their Eyes

This generation views the retail experience through a distinct lens. Having grown up primarily with online shopping as consumers, they tend to prioritize immediacy, convenience, and a smooth, tech-enabled experience, which has influenced what they consider a “good” retail experience.

  • Tech-Enabled Processes: Digital natives, these associates expect to use mobile devices, apps, and streamlined systems on the job. Manual, paper-based tasks seem inefficient and foreign to them. They are also used to interfacing with AI-driven chatbots and recommendation engines, which has created a baseline expectation for quick access to answers and information. For example, if a customer asks a question about a product’s availability, this cohort expects to use a quick, digital inventory system rather than relying on traditional manual stock-checking methods.
  • Personalization and Interaction: Younger associates tend to value personalization in the customer journey, reflecting the targeted ads and personalized e-commerce experiences they grew up with. They expect to deliver a more individualized experience but may lack the soft skills or familiarity to make it happen naturally on the sales floor. Training becomes a way to teach them the nuances of customer interaction and help them navigate various customer needs and expectations.
  • Health and Wellness Focus: Having started work in an era where health and safety were at the forefront, today’s young associates prioritize personal well-being. They are used to visible hygiene protocols and may even expect employers to demonstrate a commitment to health, mental wellness, and work-life balance. For instance, they may be more selective about job environments that demand intense physical interaction without clear safety or support measures.

The Training Imperative: Why It Matters More Than Ever

Without a “baseline” retail experience, this generation has fewer reference points, making tailored, hands-on training critical for their success. The feedback from retailers lamenting that “the talent isn’t there” often stems from a disconnect in expectations and experience. This perception can be addressed through training programs that recognize the distinct needs and characteristics of these younger workers.

1. Foundational Retail Knowledge

  • Earlier generations intuitively understood many aspects of retail from years of shopping in-store, observing associates, and even working in entry-level jobs during high school. Today’s young associates, however, lack this foundational exposure, and traditional assumptions about retail skills don’t always apply. Training now needs to focus on teaching the basics, such as customer service etiquette, inventory management, and conflict resolution in a way that isn’t just a refresher but builds knowledge from the ground up.

2. Technology Integration and Digital Fluency

  • While this generation is comfortable with technology, they are more familiar with consumer tech than enterprise solutions. They need specific training on retail-specific technologies, such as POS systems, digital inventory management, and customer tracking software. By offering comprehensive, hands-on training, retailers can help associates become proficient with the tools that make modern retail efficient and responsive. Importantly, this training needs to be continuous as technology evolves quickly and associates’ tech expectations grow.

3. Soft Skills and Customer Interaction

  • Face-to-face communication and service are skill areas that have seen some decline due to increased digital communication. Soft skills like problem-solving, empathy, and active listening, which are integral to in-store roles, must be a core part of today’s training programs. Practical exercises, role-playing, and guided mentorships can be highly effective in teaching these skills. For example, INCITE and other modern platforms offer interactive role-playing scenarios, allowing associates to practice responding to customer questions or handling complaints in a supportive, digital environment before facing real-world challenges.

4. Emphasizing the Retail Mission and Customer Connection

  • With many young associates lacking a natural connection to the retail industry, training should focus on instilling a sense of purpose and understanding the impact of their roles on the customer experience. Associates who understand their importance to the brand are more likely to be engaged and motivated. Using storytelling techniques, training can illustrate real-world scenarios where associates have enhanced the customer experience and showcase the value that each team member brings to the business. This approach helps build commitment and reduces turnover.

5. Creating a Culture of Continuous Learning

  • For this generation, learning is seen as an ongoing, dynamic process rather than a one-time onboarding event. With rapid technological advancements, they expect regular updates, new skills, and timely refreshers. Creating a culture where continuous learning is embraced—whether through micro-learning, interactive quizzes, or quick training “check-ins”—is essential to retain engagement. Platforms like INCITE make continuous learning accessible, allowing associates to build their skills and confidence through modular, self-paced programs that fit their learning style and schedule.

Meeting the Needs of Today’s Associates Through Modern Training Platforms

As retailers work to adapt training methods for today’s young associates, digital training platforms can play an invaluable role in delivering relevant, engaging learning experiences. Systems like INCITE allow retailers to centralize training, making it easier to introduce associates to customer service skills, technology, and product knowledge within a unified system. Such platforms also offer valuable analytics, enabling retailers to assess associates’ progress, identify knowledge gaps, and tailor training programs to meet the team’s needs.

By leveraging interactive features such as gamified learning modules, role-playing exercises, and personalized content, retailers can create a training environment that resonates with the younger generation’s digital preferences. This approach not only enhances knowledge retention but also helps associates feel competent and prepared on the floor, ultimately driving stronger performance and customer satisfaction.

Bridging the Gap to Create Future-Ready Associates

The challenges in finding “the right talent” often stem from the retail industry’s need to recognize and adapt to the unique perspective of today’s younger associates. With training that acknowledges their digital upbringing, personal values, and desire for flexible, meaningful work, retailers can cultivate a workforce that’s prepared and motivated. This generation of associates can become retail’s greatest asset when equipped with the right knowledge and support. By investing in foundational, tech-integrated, and soft-skill-focused training, retailers not only bridge the generational experience gap but also build a team capable of delivering the seamless, personalized experiences that modern customers expect.

In essence, training is no longer just about operational efficiency—it’s the critical bridge to developing confident, connected, and customer-focused associates who can thrive in an evolving retail landscape.