The first-ever Retail Communication Report has arrived, revealing how retailers are transforming the way their teams connect and coordinate on the floor.

In more detail, the report traces how retailers are moving away from legacy systems toward clearer and faster forms of communication. It outlines how stores structure conversations, how one-to-one and group messaging are used, and what types of messages—voice, text, and photo—are most common. The report also examines the technology behind daily communication, including the devices associates rely on, how in-store kiosks improve the customer experience, and where accessories fit into in-store operations.

Here, we highlight key insights from the report. To dive deeper into how communication tools and practices are reshaping retail performance, access the full report here.

Channels are the new store layout

Structure is essential to keeping retail communication focused, and that’s especially clear in how retailers use channels. Channels help teams organize conversations around shared topics or tasks. On average, large retailers use about nine active channels per store, often mirroring the layout of the store itself. There will often be a channel for each individual department, such as food or customer service, and channels for various roles, such as management. Organizing channels this way helps reduce listening fatigue, the mental drain that comes from hearing constant background chatter, since teams can stay focused on their work and not constantly filtering out irrelevant updates.

About two-thirds of all messages are sent in 1-to-many channels, showing how much retail work depends on group coordination rather than individual exchanges. One-to-one messaging still has its place, however, helping associates handle conversations that don’t need to pull others away from their work. For example, a manager can check in with an associate about a recent customer interaction or give quick feedback on how to handle a product question next time. The result is a communication system that keeps teams aligned and reduces background chatter, helping stores operate more efficiently.

How retailers communicate smarter

Retailers using Zello communicate in different ways. They send voice, text, and photo messages based on what the situation calls for. Voice remains the backbone of retail communication because it’s fast and familiar. It fits the pace of store work, where associates are always on the move. Even so, text and photo messages are becoming more common. Text keeps updates quiet and precise in order to avoid interrupting the customer experience. Photos add clarity when words fall short, like showing damaged products or display setups. Together, these formats make communication clearer and easier to act on.

Given the flexibility that comes with sending photos and texts, it’s no surprise that retailers are choosing devices that can handle it all. This shift points to a broader trend toward device consolidation, where stores rely on a single tool for communication, scanning, and task management instead of several separate ones. The change cuts down on hardware clutter and makes coordination easier across the store. The benefits go beyond mere convenience. When communication, data capture, and task work all happen on one device, information moves faster and more reliably. This simplicity helps teams work efficiently and keeps their focus on the customer, not the technology.

Communication’s role in retail savings

Retailers often think about savings in terms of labor and stronger communication can amplify those gains. Teams that use smarter tools and communication practices see time saved in every shift. For example, when a cashier can reach a manager for a price override without leaving their station or interrupting the floor, the line keeps moving and the store runs more smoothly. Those small time saves, repeated all day, add up fast.

Take a store that handles around 200 associate interactions a day. If better communication trims just a minute and a half off each one, that is nearly five extra hours of productive time saved every day. At a $12 hourly rate, that time is worth about $21,900 a year in regained labor value. 

Sample estimate of potential per-store savings from smarter communication

Of course, the real impact comes from how that saved time is used. When communication becomes more efficient, teams can focus on helping customers, resolving issues quickly, and maintaining smooth store operations.

Turning insight into action

The data tells a clear story: modern retailers are redefining communication around clarity, speed, and impact. Structured channels keep information organized. Multi-function devices remove friction. AI tools turn conversations into insight and time into measurable savings.

But don’t stop at the highlights. Download the Retail Communication Report 2025 to explore the full findings, then connect with our team to put the insights into action.