Digital Transformation of Retail Work: The Rise of Chaotic Rationalisation

ABSTRACT We examine how new digital technologies are transforming labour processes in frontline jobs in United States (US) store‐based retail, examining the US as an extreme case of labour market liberalisation. Research on technological change presents three scenarios: job displacement, job enrichment and ‘digital Taylorism’ involving heightened surveillance and control. However, this research typically overlooks the role of customers and the frequency of technology failure. Drawing on interviews with frontline employees and managers supplemented by other sources, we find little evidence for job enhancement and limited evidence of job displacement. Retailers have used digital technologies to heighten Taylorisation, speedup and surveillance in some frontline jobs. However, interviews reveal multiple sources of chaos in the jobs, including unpredictable customer interactions, staffing patterns that make it hard for retail workers to rely on co‐workers, and flaws in digital technologies themselves. We summarise the current impact of digital technology adoption on US store‐based retail work as ‘chaotic rationalisation’—retail employers aim to use technology to rationalise work, but the result diverges from Taylorism because of chaotic elements in retail workplaces.