These days, gigs play a crucial role in labor-management in any industry. Gigs refer to engaging labor in non-traditional employment. They are temporary jobs that last for a small duration like short-term contracts and freelance work. This has shifted managing labor from permanent employment to project-specific short-term hiring. 

Like all other industries, the retail industry has seen a positive impact with the advent of the gig economy. A lot of factors have prompted retailers to reorganize their strategies in various aspects of their business. This includes hiring gig professionals in positions from sales and marketing to operations and delivery.

Gig-driven Job Profiles in the Retail Industry

Let us look at some of the gig jobs profiles in the retail industry that are efficiently handled through the gig economy.

1. In-store Staff for Peak Periods

Peak periods are one of the primary sales drivers for the retail industry. A sudden spike in the number of customers during peaks will increase sales provided they are well-attended to. This creates a high demand for additional in-store staff. The gig economy provides an ideal solution to the demands of additional staffing. 

Gig workers with key qualities and skills are hired on demand. Some qualities include a friendly and helpful nature, patience, empathy, adaptability, and willingness to learn fast. Vital skills needed are time management, persuasion, multitasking, and the skill to handle any type of customer. Payments are usually on per hour or daily basis.

2. Retail Inside Sales

Businesses manufacture goods to be used by end consumers. These products reach customers through retail sales. The point of contact for the customer is the retail salesperson who assists and guides the customer toward a purchase. Apart from the sales associates, there is a range of sales support staff. There is steep demand for temporary retail sales staff as retailers increasingly depend on gig economy.

Recent market trends like technology and cost-effectiveness are major drivers in retail sales. Retailers must alter strategies to ride over these trends. The gig economy helps retailers by leveraging costs by offering sales professionals for need-based short durations on an hourly/daily pay hence increase in the demand of hiring salesperson in retail industry.

3. Field Sales and Marketing

Field sales and marketing involve meeting and selling to customers outside a retail outlet. This can mean visiting customers in their homes or workplaces. Personal interaction with the customer is a key factor. Another factor is non-conventional time depending on the customer preference.

Gig workers are a perfect fit for any sales and marketing positions. One reason is gig workers are open to work at odd times. Secondly, they are experienced sales professionals who prefer working on a project-to-project basis. Moreover, they are free to work for more than one client on hourly payments to increase their earnings.

4. Mystery Shoppers

Mystery shopping is a tool used to measure the services of a retail store. Mystery shoppers to evaluate all parameters of the sales process right from customer experience, sales process, product returns, after-sales service, etc. They later submit a detailed report on the quality and availability of products, staff knowledge, staff helpfulness, ambiance, cleanliness, etc.

Mystery shopping is a gig job due to its short-duration engagement. Payment is usually on hourly basis. It ends as soon as the report is submitted. There is a growing demand from retailers for mystery shoppers as a means to evaluate and improve their facilities and services.

5. Retail Audit

Audits must be conducted by all retailers. It helps evaluate the efficiency and effectiveness of all areas of its operation. Weak areas are identified, and actions are prescribed to overcome them. Risks are minimized. Compliance with various laws and regulations can be ensured. Fraud can be pre-empted. Audits can be done internally by the retailer before third-party audits.

Professional and experienced auditors offer their services in the gig economy merely charging per audit. They conduct thorough audits and submit accurate reports. Retailers employ them on short assignments to get suggestions that are instrumental in improving efficiency and compliance.

6. Merchandisers

Merchandisers play a crucial role in the retail industry. They help in driving sales through effective shelf management and point-of-purchase visual displays. They ensure that everything is right for the sale to happen. The entire process of merchandising starts with knowing what customers need and making sure that the shelves are stocked accordingly. They actively interact with the customers to understand their needs and with sales staff to give exactly what the customer wants.

Recent market trends have created a high demand for professional merchandisers on gig platforms to optimize visual appeal for customers, sales efficiency, and cost-effectiveness. Merchandisers are paid per assignment.

7. Warehouse Associates

Warehousing is an important function of the retail industry. A good warehouse is essential to stock goods. This is necessary for a continuous supply of in-demand items. However, maintaining a warehouse is not an easy task.

One of the major expenses for retailers is payments made to warehouse staff. It significantly reduces cost-efficiency and reduces margins. Retailers and warehouse personnel are benefiting from the gig economy. It is easier for retailers to hire gig workers on short assignments based on the volume of stock in the warehouse. Warehouse professionals are benefited by finding enough work on daily payment through the gig economy.

8. Customer Support

The longevity of the retail industry depends largely on the customer support it offers. This is an essential function that takes care of post-sale queries and issues. Customer satisfaction is essential for building trust, establishing company image, and boosting repeat sales. Customer support includes staff that handles customers’ phone calls or chats and on-ground staff.

The gig economy is instrumental in providing temporary customer support professionals to retailers. There is no need to employ staff. Gig workers providing customer support services in exchange for a daily payment are always in high demand.

9. Event Staff

Events are an integral part of retailing. Though events are not part of the sales process, they are important to engage potential customers. Events can be organized in various ways. Launch events introduce new products or services. Events can take the form of classes or workshops. Some events are meets or hobby groups. Though events are fun, they focus on customer interaction and brand visibility.

Events may last from a few hours to a few days. Payment is for the duration of the gig. Fun-loving and gig workers who love engaging with new people are constantly required for conducting these events.

10. Inventory Auditors

Inventory audits are essential to cross-check if the actual inventory tallies with the books of accounts. Many times, the inventory stock reports may not match with physical stock. This discrepancy can lead to physical and financial loss. Conducting regular inventory audits shows the true picture of available stocks. Any discrepancy can be investigated and brought to book.

Inventory audits do not happen every day. Depending on the size of the retailer, it is conducted monthly, bi-monthly, quarterly, or half-yearly. Freelance inventory auditors can enlist on gig platforms to audit retailers. They are paid per audit.

11. Delivery Drivers

No retail process can be completed without a seamless delivery process. Retailers used to keep a fleet of delivery vehicles and drivers. This meant added cost to the retail company as salary had to be paid regardless of the number of deliveries. All this has changed with the arrival of the gig economy.

Expert delivery drivers are constantly in demand on gig portals. They are usually paid for each successful delivery. Retailers are now able to keep their delivery costs in check. They are also able to calculate the margins on each sale in real-time.

12. Personal Shoppers

Retailers want optimum customer satisfaction for their cream customers. They offer the services of personal shoppers to customers who generally do not have time. These professionals are well versed with all the products available in their stores and competitors’ stores. They understand the customers’ needs and assist them in shortlisting the goods they want. The customer can then choose and pick.

Current market trends make employing personal shoppers a losing proposal. However, the gig economy provides a solution to hire personal shoppers. Whenever a customer demands this service, a gig personal shopper can expect to be hired immediately on a percentage basis.

The Resilience of Gig Economy Roles

All industries have been impacted by the rise of Artificial Intelligence. The retail industry is no exception. This technology has drastically improved inventory management, merchandising, customer support, operations efficiency, customer engagement, and personalization. The recession has resulted in retailers rethinking their staffing overheads. Many retail jobs are lost due to downsizing.

These challenges have impacted the gig workers from the retail industry. However, the gig economy allows professionals to take up multiple tasks from multiple clients simultaneously. Gig freelancers have mastered the art of time management to increase their incomes. Artificial Intelligence is being extensively used by gig platforms to connect retailers with the right gig workers.

Conclusion

Despite challenges like AI and recession, the gig economy continues to bring temporary, short-term retail assignments to retail professionals. It continues to provide income opportunities to gig workers. The June 2022 report of the NITI Aayog predicts a promising increase to Rs. 2.35 crore by 2030. It also forecasts a steady rise in gig hiring in the coming years. It will continue to help the Indian economy as a major contributor.