A manager’s primary role is to communicate with their team. Yet, according to a survey we conducted with Je Bosse en Grande Distribution, 87% of managers feel they lack the time to properly engage their teams, and 75% admit they struggle to organize the work the way they would like. This comes as no surprise when you consider the fast pace of store operations: a multitude of tasks to complete, unexpected events to handle… and very quickly, the pressure builds for everyone.
At a time when motivation is waning and onboarding new employees has become a real challenge, it’s crucial to preserve a dedicated moment for the team. That moment is the store briefing. Often seen as a mere formality, it only lasts five minutes… yet it remains vastly underused.
So why is this opening ritual (or start-of-shift moment) so critical for both performance and employee well-being? Let’s break it down.
The three pillars of an effective store briefing
A store briefing isn’t just a morning check-in. It sets the tone for the entire day. Even if it only lasts a few minutes, it must deliver key messages that shouldn’t be overlooked.
Helping everyone understand what’s at stake
Before acting, you need to understand. That’s exactly what the informational part of the briefing enables: giving each team member a clear view of the day’s objectives and priorities.
Concretely, the briefing starts by reviewing successes, areas of focus, and results from the previous day. In just a few minutes, everyone gets a quick snapshot of what has been done and what still needs attention. Everyone has the same level of information, no blind spots, no one left out.
It also highlights operational priorities: launching promotions, setting up new products, restocking tasks, or adjusting plans due to an absence or a delayed delivery.
All these elements can disrupt the day… but the briefing allows you to anticipate and integrate them effectively, so everyone starts off on solid footing.
Clarifying who does what and why
Then comes the key transition: moving from what you need to know to what you need to do. This is the moment when information becomes action.
According to McKinsey, good task alignment can generate 20–25% additional productivity. [1] That’s why it’s essential to clearly specify who does what, when, and in what order. Clear instructions set strong operational boundaries, clarify expectations, and give the team a shared direction.
It’s also the right time to explain how tasks were allocated. This transparency prevents feelings of unfairness, silent frustrations, and unnecessary tension, all obstacles to performance and team cohesion. And indeed, according to our survey, the feeling of unfair workload distribution remains widespread: 67% of employees say they experience it.
Missing equipment? Cluttered areas? Unresolved issues from the previous day? The briefing also serves to identify obstacles and assign their resolution right away, before opening.
This ensures every team member has the right conditions and tools to deliver what’s expected.
[1] : https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/capturing-business-value-with-social-technologies
Engaging the team and strengthening cohesion
Finally and this may be the most underestimated aspect, the briefing is a human moment. A few minutes that can spark real momentum in the team, like the start of a match.
This is why it’s crucial to highlight successes: showcasing a performance from the day before, celebrating an initiative, recognizing team effort… These gestures boost motivation and inspire people to go the extra mile.
Reminding everyone of the shared goal, the values to embody, and the expected customer posture also helps anchor a common direction. The briefing acts as a daily reset, reinforcing long-term alignment.
Allowing space for questions, challenges, or suggestions is equally important. This safe and open space nurtures engagement, a lever that can improve profitability by 23%, according to Gallup. [2]
In short: the briefing is short in duration, but powerful in impact. The occasional participation of the store director, associate, or franchise owner is essential. Their presence signals recognition of daily work and supports the manager in improving communication. It also creates opportunities to share key updates (sales records, best day of the semester, etc.) and offer direct encouragement to the team.
One key question remains: how do you orchestrate it efficiently without spending hours on it… and without skipping it altogether? Let’s get into that.
[2] https://www.gallup.com/workplace/321725/gallup-q12-meta-analysis-report.aspx
How TimeSkipper helps you build and secure your briefing
Workload as an objective data point
Say goodbye to guesswork and rough estimates! TimeSkipper brings genuine expertise in in-store task timing – with teams who have over 35 years of experience in store operations (and that’s no small thing!). It accurately calculates the workload required for each activity, from shelf replenishment to restocking, all the way to sales assistance in specialty retail.
Smoothing workload for more fairness
By comparing the calculated workload with each employee’s schedule and priorities, the tool instantly reveals any imbalances. This gives you the opportunity to make quick adjustments, ensuring a fair and balanced distribution of work across the team taking into account individual skills and customer needs. Say goodbye to the “I’m doing more than they are, I don’t get it!” feeling.
A clear and actionable roadmap
Within minutes, you get a detailed, achievable roadmap for your team. You’re not assigning more than they can realistically handle. Your briefing is built on objective data, a method that fosters buy-in and sets the day off on the right foot.
The schedule as a briefing support
Once the roadmap is created, you need to be able to explain it.
TimeSkipper provides automatic briefing support so managers don’t have to spend hours preparing it. They know what to highlight and can easily explain how the day’s schedule was built.
They can specify the number of delivered boxes, scheduled hours vs. workload hours, the exact time allocated to restocking or other tasks…
Handling unexpected events with ease
Retail often involves surprises (absenteeism, unexpected customer flow, delayed delivery, etc.). By planning and objectifying the real time spent on each task, managers can anticipate buffer margins and react quickly without revising the entire roadmap.
The mobile aspect is a strong ally here. The daily schedule is directly accessible on employees’ phones. In case of unexpected events or new priorities, they are informed quickly and can annotate or notify the manager of an issue. For secondary tasks, the manager can pre-define a “pick-list” of optional tasks. Employees can independently add the task of their choice into their own schedule. This reinforces autonomy and cohesion: no colleague has to decide for another.
Because they know the day’s priorities from the morning briefing, employees can make better decisions autonomously throughout the day.
Strengthening managerial legitimacy and trust
A well-run briefing is also a lever for solidifying managerial authority.
By relying on a modeled schedule and objective data, managers can justify their decisions. This transparency strengthens their legitimacy: employees understand why tasks are assigned the way they are. The briefing is also a crucial ritual for giving visibility and creating connection. It allows managers to stay attentive to their teams’ needs, balancing empathy with firmness.
Finally, thanks to the store briefing, employees start the day with a clear vision. They know exactly what’s expected of them and how to navigate unexpected situations.
Conclusion: more than a meeting, a team dynamic
When conducted daily and grounded in a detailed modeling of activity, the store briefing becomes the kick-off that drives the desired work dynamic.
It enables you to:
- Align the team on daily goals
- Recognize each person’s efforts
- Explain workload distribution
- Give meaning to everyone’s role
By institutionalizing these managerial rhythms, you elevate the quality of your management. Too often overlooked in stores, we hope that after reading this article, you’ll give the store briefing the spotlight it deserves.
