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By Mike Frank | August 26, 2025
How Unified Communication and AI are Changing Retail
I’ve spent over four decades working on technology solutions that support businesses, and I can confidently say there’s never been a more exciting or challenging time to innovate for the frontline. Recently, I joined a webinar with guest speaker Denise Lund, Research Vice President, Worldwide Telecom and Unified Communications at IDC and my Zebra colleague Bethany Wiegand. The discussion centered on the mounting pressures of the retail frontline and how Unified Communication and Collaboration (UC&C) solutions, like Zebra Workcloud Sync, are stepping in to help.
Frontline Workers Deserve Better Tools
If you’re managing retail operations or IT, you’ve probably seen the same pain points we’ve been hearing about: frontline teams overwhelmed with fragmented tools, inefficiencies from juggling devices and apps, and constant struggles onboarding and retaining staff. These challenges aren’t just worker frustrations. They’re management headaches too. But here’s the good news: technology is catching up to meet these needs, and it’s transforming the way retailers operate.
The Frontline Workforce Challenge
Frontline workers make up the majority of the retail workforce, 70% on average according to IDC research. That’s a huge portion of your team directly interacting with customers every day. Yet, many of these employees are stuck with clunky, outdated systems or, worse, no formal communication tools at all. Imagine trying to manage in-store pickups or curbside deliveries while relying on handwritten notes or consumer apps like WhatsApp. It’s no wonder turnover is so high when employees feel unsupported and frustrated.
During the webinar, Denise pointed out that this frustration often leads to inefficiencies that ripple throughout the organization. For example, employees waste time searching for information or waiting on responses from managers. These “time drains” slow productivity and hurt employee satisfaction and, ultimately, the customer experience.
Unified Communication as the Game-Changer
This is where Unified Communication as a Service (UCaaS) solutions like Workcloud Sync come in. By combining voice, chat, push-to-talk, and more into a single, secure platform, Workcloud Sync eliminates those “islands of communication” and makes real-time frontline communication and collaboration seamless.
Bethany shared a great example during the webinar: Imagine a cashier who needs a price check or backup during a busy rush. With a voice-enabled wearable device running Workcloud Sync, they can instantly ask for help without leaving their station. No shouting across the store. No waiting for someone to notice. It’s instant, targeted, and efficient.
And it’s not just about communication. These tools also integrate tasks, announcements, and even leverage AI capabilities. For instance, if a new associate is unsure how to process a return, they can simply ask the system and get step-by-step instructions on the spot. That kind of real-time guidance builds confidence and keeps work moving smoothly.
Why AI is the Secret Sauce
AI is what takes these solutions to the next level. It’s not just about automating tasks; it’s about making the workday easier and more intuitive. Denise shared that AI tools like chat summarization, real-time translations, and role-specific prompts are already changing the game. And Bethany gave an example that stuck with me: AI can help identify patterns in overdue tasks, flagging employees who may need more training or support. It offers proactive problem-solving that benefits both workers and managers.
At Zebra, we’ve been embedding AI into solutions like Workcloud Sync to help with everything from simplifying task assignments to retrieving SOPs without hunting down a manager. It’s about putting the power of information directly into the hands of the workers who need it most.
How Workcloud Sync Stands Out
Workcloud Sync offers a unique combination of features that make it a standout solution in the competitive landscape of UCaaS tools:
- Seamless Integration: Unlike piecemeal solutions, Workcloud Sync unifies voice, chat, push-to-talk, and other communication modes into one platform. It also integrates with existing devices like two-way radios and supports both Android and iOS, ensuring flexibility for organizations with diverse ecosystems.
- AI-Driven Efficiency: Workcloud Sync leverages AI to eliminate inefficiencies and empower workers with instant, actionable insights.
- Scalability and Security: Designed with enterprise-grade security, Workcloud Sync meets the needs of retailers at scale while addressing IT concerns around shadow IT and data breaches.
- Focus on Frontline Communication Needs: The solution is built with frontline workers in mind, offering features like hands-free communication, multilingual support, and wearable device compatibility to ensure a seamless user experience.
The Future of Retail Operations
What excites me most is that this is just the beginning. As Denise pointed out, retailers are increasingly looking for unified platforms that can grow with their needs. Whether it’s integrating AI for even smarter workflows or reducing device clutter by tailoring tools to specific roles, the focus is on creating a seamless, connected experience for everyone—from the cashier to the store manager and ultimately for shoppers.
At Zebra, we’re committed to making work better for frontline teams. We’re not just talking about technology; we’re talking about giving people the tools they need to feel supported, productive, and valued. Because when frontline workers thrive, so does the entire business.
If you missed the webinar, I highly recommend checking out the recording here. You’ll hear more about how solutions like Workcloud Sync are shaping the future of retail—and how they can help your team, too.
And if you’re interested in learning more about Workcloud Sync at our upcoming 2025 ZONE Customer Conference, read more here.
Let’s make work easier for the people who keep your business running. They deserve it.
