What Future Stores LA taught us about the evolving role of the frontline

The retail landscape is changing fast — and store operations are at the center of that transformation. At Future Stores LA, we joined retail leaders, design teams, and operations experts to explore what the future of in-store experience looks like, and more importantly, how to build it from the frontline up.

Designing for a new kind of customer journey

Sessions throughout the event focused on how retailers are redesigning physical spaces to better reflect customer expectations and behavioral data. Among the major themes:

• Smaller, smarter stores: Retailers are adapting to rising real estate costs with space-efficient layouts that drive more value per square foot.
  
  
• Experiential design: Store formats are shifting from transactional to immersive, with more flexible floor plans and fewer fixed counters.
  
  
• Unified journeys: There’s a clear push to eliminate friction between digital and in-store touchpoints, with omnichannel capabilities now table stakes.

While much of the focus has historically been on improving the customer experience, a key insight emerged: sustainable success depends on also empowering those delivering that experience — frontline associates.

Empowering associates to elevate the store experience

One recurring message was the need to invest in tools that support associates as effectively as technology supports customers. Without better enablement, even the most innovative store designs risk underdelivering on their potential.

Retailers are actively exploring how to:

• Equip teams with real-time data to make decisions faster on the floor.

• Streamline communication across shifts, departments, and locations.

• Support high turnover environments with accessible training and task support.

Frontline roles are becoming more complex and more essential — and that’s where AI is starting to play a meaningful role.

Where AI can deliver real value

While AI was a recurring topic throughout the show, the most productive conversations focused on practical applications. Key use cases gaining traction include:

• Inventory visibility and dynamic pricing

• Automated customer service recommendations

• Predictive staffing and scheduling

• Real-time associate support and training
  

At Zello, we’re focused on the frontline layer of this transformation. Our AI-powered tools are designed specifically to help store teams work smarter and stay aligned — without adding complexity.

• AI Digests summarize team communications to highlight trends and potential issues before they escalate.

• Ella, your team's AI assistant, gives employees instant answers about policies, procedures, and store operations.

• Transcription and translation ensure clear communication in any language, across any shift.

These aren’t future-state ideas — they’re live today, built for the demands of modern retail operations.

Meeting retailers where work happens

Conversations with teams from national retailers reinforced what we know to be true: transformation happens on the floor, not just in strategy decks. As store footprints evolve and expectations rise, success will depend on how well retailers support the people running the store.

We were glad to be part of the conversation in LA, and we look forward to helping more retailers bring the future of the store to life, starting with the frontline.

Find out how Zello powers retail from the floor up →