On June 1, 2023, the Minister for Manpower, Tan See Leng, launched the Jobs Transformation Map (JTM) for the retail sector, emphasizing the necessity for retailers to adapt to technological advancements and evolving consumer demands. The initiative aims to provide a roadmap for workforce transformation and offers assistance through the new Jobs Skills Integrator for the retail industry.

The COVID-19 pandemic has accelerated digitalization in the retail space, with consumer preferences shifting increasingly towards online shopping. Minister Tan warned that retailers failing to keep pace with these changes risk being left behind, especially as consumer demand in Singapore may slow down and labor shortages persist.

The JTM identifies key trends affecting the retail sector, including shifts in consumer behavior, new retail models, the rise of automation and data analytics, and complex supply chain challenges. It highlights existing job roles that may experience significant changes, such as sales associates and store managers, where repetitive tasks could potentially be automated.

One proposed transformation involves redesigning the sales associate role to encompass both online and offline channels. For example, at Commune Lifestyle, retail associates utilize data-driven insights on online customer behavior to tailor their recommendations when customers visit the store.

Additionally, the JTM provides guidance for small and micro retailers on managing manpower shortages through job redesign. For instance, instead of having separate roles for store manager, e-commerce manager, and merchandising executive, a single position could oversee these responsibilities.

The JTM also outlines nine emerging job roles requiring new skill sets such as brand storytelling, omni-channel management, and carbon footprint management. This initiative was developed collaboratively by Enterprise Singapore, Workforce Singapore, and the Ministry of Manpower, with support from SkillsFuture Singapore.

Common challenges faced by retailers in job redesign include uncertainty about where to begin and a lack of awareness regarding available incentives and grants. To address these issues, the Singapore Retailers Association (SRA) has been providing advisory services to connect retailers with solutions providers.

To facilitate the transformation, the Singapore National Employers Federation (SNEF) has been appointed as the Jobs Skills Integrator for the retail industry, supported by the National Trades Union Congress (NTUC). Companies can approach SNEF and NTUC LearningHub for assistance in implementing workforce transformation plans, including advice on job redesign and necessary reskilling.

The JSIT will collaborate with training providers and Institutes of Higher Learning to create relevant training programs based on industry needs, and will also facilitate job matching for individuals seeking opportunities in the retail sector. Furthermore, NTUC plans to engage unionized companies to ensure that retail workers have access to career development, enabling them to pursue better wages and work prospects.