Retail Marketers Facing a Talent & Budget Crunch
More than 40% of retail marketing teams report a rise in employee turnover over the last year, according to a fresh study by PPM platform ROI Hunter. And nearly a third (31%) have had to let people go because the cost‑of‑living crisis is weighing heavy on their pockets.
Why the Staffing Gap Is Growing
- Under‑staffed teams are becoming the new normal, with 37% of marketing leaders struggling to recruit replacements.
- The industry suffers from a shortage of data‑savvy talent—the very skill set that’s increasingly vital as campaigns move online.
- Budgets are tighter: 38% of marketers say their funds don’t stretch as far as before in today’s uncertain economy.
Consequences on the Ground
When staff numbers dwindle, marketing teams are forced to work with reduced budgets and keep chasing the same results. The result? A wave of discontent and a risk of further exits if companies don’t step up.
The Power of Real‑Time Data
ROI Hunter’s CEO, Karel Schindler, says the solution lies in cross‑team collaboration fueled by technology that taps real‑time product performance insight:
“Retailers can empower teams through cross‑team collaboration, facilitated by technology that leverages real‑time product performance data insights: marketing teams can use margin and ad spend data to redirect the average 20% of dynamic spend that currently goes to products with negative ROAS. Commercial teams can decide if a product really needs a discount or just more promotion.”
“Amid shrinking budgets and inflation pressures, retailers need to unlock new opportunities like these and challenge the status quo.”
How to Take Action
- Leverage real‑time analytics to identify weak spots and reallocate spend efficiently.
- Encourage collaborative decision‑making between marketing and commercial teams to ensure every product receives the right blend of promotion or price adjustment.
- Invest in data‑analysis training for the current crew to reduce reliance on external hires.
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