Unveiling the European Retail Skills Strategy

Skills4Retail is thrilled to announce the release of the European Retail Skills Strategy, a significant research deliverable that marks another milestone in our journey to transform the retail sector across Europe.  

This strategic document builds on the foundational work laid out in our previous deliverable, the Occupational Profiles and Needs Analysis, to propose actionable solutions that can help bridge the skills gaps in the retail industry. This initial draft strategy is a roadmap for enhancing the skills and competencies of retail professionals, ensuring they are well-equipped to meet the challenges of the rapidly evolving retail landscape.  

The strategy is dynamic — we will conduct periodic reviews and gather feedback as the project progresses, leading to two strategy updates and continuous enhancement in the next phase.  

Methodology: a robust foundation for strategic insights

The development of the European Retail Skills Strategy was grounded in a rigorous methodology that combined both qualitative and quantitative research approaches. To ensure that our strategy is relevant and actionable, we began by consulting with industry stakeholders to address 16 strategic questions that guided our foundational needs analysis.  

We conducted a comprehensive review of the retail market and trends to understand the current landscape and its implications for the retail workforce. This was complemented by an extensive literature review, where we analysed 17 key reports from three main categories: retail-specific insights, cross-industry trends, and EU skills blueprints. The combination of these sources provided a holistic view of the market, enabling us to identify the most pressing skills needs in the sector. 

To further refine our understanding, we mapped and prioritised 120+ occupational profiles relevant to retail using the ESCO database, ultimately narrowing these down to the top 10 profiles most critical for future workforce development. These profiles were validated through direct consultations with major European retailers, ensuring that the strategy is both grounded in data and reflective of real-world needs. 

Key findings: addressing the skills gap 

Our research revealed that the skills gaps in the retail sector are multifaceted, extending beyond the much-discussed ‘Triple Transition’ themes of digitalisation, sustainability and resilience. While these areas are crucial, our analysis highlighted two additional complementary needs: “learning how to learn” and “basic core retail skills.” These findings emphasise the importance of a holistic approach to skills development that integrates these themes into a single, comprehensive curriculum. 

 The strategy identifies 15 personas, grouped into five archetypes, each with tailored learning pathways that address their specific skills needs. For example, frontline employees require enhanced communication and sales techniques, while retail managers need advanced leadership skills and an understanding of emerging retail trends. The strategy also highlights the importance of adaptability and lifelong learning, particularly for supply chain workers and learning and development managers, who must navigate the complexities of a rapidly changing industry. Meanwhile, ‘retail newbies’ such as students and career switchers can benefit greatly from these different tiers of experts, through inspiration, myth-busting, awareness and foundational knowledge.  

Strategic aspects: a roadmap for implementation 

The European Retail Skills Strategy outlines a clear roadmap for the implementation of training programmes that will close the skills gaps identified in our research. One of the core strategic aspects is the integration of existing training content with newly developed materials, ensuring that all resources are widely accessible to retailers of all sizes across Europe. This approach not only optimises resource use but also ensures that training programmes are grounded in proven industry practices. 

To maximise the impact of our strategy, we have proposed a phased implementation plan. This plan begins with the rollout of reactive training programmes in September 2024, targeting immediate skills needs within the existing retail workforce. Following this, a more comprehensive VET (Vocational Education and Training) curriculum will be piloted starting in autumn 2025, addressing long-term skills requirements. 

The strategy also emphasises the importance of sustainability in training delivery. By leveraging online and blended learning formats, we aim to make training more flexible and accessible. This approach allows learners to engage with the content at their own pace and convenience, ensuring that they can integrate learning into their busy schedules. 

Download the complete European Skills Strategy report here

Alignment with skills4retail project goals — driving transformation in retail 

The European Retail Skills Strategy is a critical component of the broader Skills4Retail project, which aims to fast-track the ‘Triple Transition’ of Green, Digital, and Resilience in the retail sector. By focusing on these themes, the strategy directly contributes to the project’s goal of helping retailers embrace eCommerce and ensuring that new business models are sustainable from the start. 

The strategy aligns with the Skills4Retail project’s objectives by offering a comprehensive training programme that caters to both new talent entering the sector and the existing workforce. It provides clear pathways for continuous upskilling and reskilling, ensuring that retail professionals are equipped with the skills and competencies needed to thrive in a rapidly changing industry. 

The strategy also supports the project’s emphasis on collaboration and innovation. By partnering with educational institutions, industry associations and retailers, we aim to create a sustainable ecosystem for retail training that benefits all stakeholders. This collaborative approach will not only enhance the resilience of the retail sector but also contribute to broader economic growth and social stability across Europe. 

Join us on our journey 

As we move forward with the implementation of the European Retail Skills Strategy, we invite you to join us on our journey and get involved. Whether you’re a retailer, educator or industry professional you can stay informed — find out more about Skills4Retail,  stay up to date with our News & Events and follow us on LinkedIn.