Multitasking in Retail: Superpower or Survival?
As I write this, I’m:
- Eating my lunch
- Mentally planning my next task
- Rereading my last email - did I get that right?
- Adding a new task to my calendar for follow up tomorrow
- Checking I actually took something out for dinner
- And having a brainwave about the next blog
Classic.
If you work in retail, you’ll recognise this immediately.
Multitaskers are everywhere in this industry. Store managers. Sales reps. Buyers. Merchandisers. We are constantly juggling five things while finishing the sixth.
And your merchandising team? They are absolutely the same.
Retail Doesn’t Allow Single-Tasking
There is no quiet, controlled environment on a retail floor.
A merchandiser might be:
- Resetting a cosmetic bay
- Answering a store team question
- Noticing a competitor has just expanded
- Helping a customer make a product selection
- Re-labelling product after a price change
- Checking compliance photos
- And figuring out where secondary space might be hiding
All before morning tea. Multitasking isn’t a personality trait in retail. It’s survival.
The Strength of a Retail Multitasker
The best merchandisers aren’t just “busy”.
They are:
- Prioritising constantly
- Making micro-decisions in real time
- Balancing brand standards with store reality
- Spotting opportunities while executing a task
It’s strategic thinking happening on the move. And when you support that properly, it becomes a real advantage for your brand.
But Here’s the Catch
Multitasking only works well when direction is clear.
If your merchandising brief is vague, a multitasker will still get things done. But they’ll be making judgement calls the whole time.
If your brief is strong, clear, and outcome-focused, that multitasking brain can work on the right things instead of filling in gaps. Clarity reduces noise. And retail has enough noise already.
Give Your Team Room to Think
One of the biggest mistakes brands make is assuming a merchandiser is just executing tasks.
In reality, they’re:
- Watching competitor activity
- Listening to store feedback
- Noticing sell-through patterns
- Spotting compliance risks
- Seeing display opportunities
Often while straightening a shelf with one hand and answering a question with the other.
When you treat your merchandising team as strategic partners, not just task-doers, you tap into that multitasking brainpower properly.
Multitasking Is a Retail Reality
We can all pretend we’ll single-task and work in perfect focus blocks.
But retail life doesn’t work like that. The key isn’t stopping multitasking.
It’s:
- Giving clear direction
- Setting clear priorities
- Making reporting simple
- Empowering smart decision-making
Do that, and your merchandising team’s multitasking ability becomes a genuine commercial advantage.
Now, I’ll finish this blog.
After I check my calendar.
And reply to one email.
And make sure dinner is actually defrosting.
Retail life.
