1, May 2025
by: Claire Price
Welcome to the Arreoblue Data Blog, where we explore how technology, AI, and innovation are shaping industries. Today, we’re joined by Chris Brook-Carter, Chief Executive at the Retail Trust—a 193-year-old charity dedicated to supporting the UK’s 3 million retail workers. With a background spanning journalism and industry leadership, Chris has a unique perspective on the state of retail and the role of technology in supporting its people.
Retail has always been an industry in motion, but the pace of change today is unprecedented. “It’s a well-worn cliché to say that change has never been faster,” Chris acknowledges, “but it’s true.” From shifting consumer behaviour to the rapid rise of AI, retailers are navigating a perfect storm of transformation. And then there are the economic pressures—rising costs, changing tax structures, and squeezed margins—all adding to the complexity.
“The industry is brilliant at adapting,” Chris says, “but these challenges mean retailers are being pushed to rethink their business models faster than ever.”
This pressure isn’t just felt at the corporate level—it’s affecting retail workers too. Economic instability, job uncertainty, and the lasting effects of the pandemic have increased demand for the Retail Trust’s wellbeing services.
The Retail Trust supports 600,000+ retail workers across 200+ brands, offering financial, emotional, and physical wellbeing services. But as demand grows, scaling this support effectively is crucial—and that’s where technology comes in.
Chris recalls a pivotal moment when a major UK grocer challenged them with three key questions:
“We realised we had all this data but weren’t using it to its full potential,” Chris explains. Partnering with Microsoft, BGSS, and Arreoblue, Retail Trust began applying AI and analytics to better understand how workers engage with support services.
“We can now track engagement down to a demographic level,” Chris says. “We know why people seek help, how they feel about the support they receive, and even how that translates into business impact—like reduced absence and lower employee churn.”
Retail is an industry that reflects the diversity of society itself. From warehouse operatives to store managers, four generations are working side by side—with vastly different expectations for wellbeing support.
“AI allows us to personalise how we support people,” Chris notes. “A 55-year-old forklift driver and a Gen Z shop assistant won’t engage with mental health services in the same way. Understanding those differences helps us drive proactive outreach before people hit crisis point.”
Generative AI and automation also have the potential to make wellbeing more accessible, offering personalised recommendations and surfacing the right support at the right time.
With recent tax and policy changes tightening margins, retail leaders will be under pressure to rethink workforce costs. Chris predicts this will drive a renewed focus on employee churn and absence—two major but often overlooked costs.
“Retailers have accepted churn and absence as sunk costs,” he says. “But what if investing in wellbeing actually reduces turnover and absenteeism? Businesses that prioritise their people will ultimately protect their margins.”
As the industry grapples with ongoing economic uncertainty, Chris also highlights the need to reframe retail’s reputation. “Retail is the gateway into work for so many people,” he says. “It offers incredible opportunities across every facet of business—from customer service to data science. But we need to remind people why retail is a great career and give them the support they need to thrive.”
Retail is a people-first industry, and protecting those people will be key to its future success. At Arreoblue, we’re proud to work alongside Retail Trust, using AI and data to make a tangible impact on the lives of retail workers.
Chris sums it up perfectly: “Retail attracts brilliant problem solvers and customer-focused people. It’s our job to make sure they feel supported, valued, and connected to an industry that has so much to offer.”
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