Salary disparities in the retail sector are becoming more pronounced, especially between large urban centers and peripheral areas. According to Filipa Aleixo, Team Leader Sales & Marketing at Adecco Permanent Recruitment, in cities like Lisbon, compensation packages are increasingly robust, driven by competition with other sectors and the need to offer more than just a fixed salary. At the same time, the evolution of retail—particularly the non-food segment—is redefining the profiles sought and valuing digital skills. In this context, companies that adopt an integrated approach to talent management gain a competitive advantage.

Grande Consumo The retail sector continues to demonstrate remarkable dynamism, but also faces significant challenges. What explains this complexity, especially in talent management?

Filipa Aleixo – The retail sector is constantly reinventing itself, driven by digitalization, evolving consumer behavior, and the growing integration between physical and digital channels. This transformation generates new demands in talent management, with an increasing search for versatile, technically skilled professionals with strong interpersonal skills. The sector's complexity lies precisely in the need to combine strategic vision with operational agility, ensuring teams capable of responding, in real time, to market dynamics.

GC – The 2025 Salary Guide highlights a high turnover rate in the sector. Has this trend been intensifying?

FA – Yes, turnover has been increasing, especially in operational and entry-level roles. This is due, on the one hand, to growing competition for qualified talent and, on the other hand, to the pressure to balance operational demands with attractive working conditions. Companies are, however, adopting more strategic approaches to retain talent, investing in more comprehensive value propositions that include career progression, continuous training, and wellness programs.

GC – What are the most sought-after profiles in retail today? And which are the most challenging to find?

FA – Profiles linked to digitalization and integrated management of sales channels, such as e-commerce, omnichannel, and digital marketing specialists, are among the most sought after. However, the most challenging to find are operational managers with technological skills, capable of leading teams and implementing digital solutions in the field. This shortage is directly linked to the lack of specialized training and the increasing sophistication required by these roles.

GC – Skills such as leadership, customer focus, and agility are gaining prominence. How are these demands reflected in recruitment processes?

FA – These skills have become true differentiators. Today, more than ever, we seek candidates with vision, the ability to mobilize teams, and the sensitivity to anticipate consumer needs. Agility, empathy, and adaptability are evaluated from the first contact, as they are critical to ensuring not only successful hiring but also medium- and long-term retention.

GC – There is a clear shortage of operational talent and coordination profiles with skills in management and digitalization. What could be the cause of this deficit?

FA – There is a significant gap in the connection between technical training and the real demands of the sector. Many professionals enter the market with insufficient preparation for the technological challenges of modern retail. The solution lies in investing in practical and continuous training, focusing on the integration between operations and technology, preparing professionals for an increasingly hybrid and demanding work environment.

GC – Positions such as Store Director, Store Manager, or Area Manager continue to be among the most valued. What justifies this trend?

FA – These positions are now true decision-making centers. Their increased value stems from the strategic role they play in digital transformation, managing multidisciplinary teams, and implementing differentiated customer experiences. Furthermore, these profiles have a significant impact on business results, requiring a combination of technical, human, and digital skills.

GC – Are these profiles evolving? How is technology (retail media, CRM, advanced POS) shaping their roles?

FA – They are evolving significantly. Technology has brought new tools and metrics, which demand analytical skills, digital fluency, and the ability to lead in increasingly data-driven environments. Store management has ceased to be merely operational and has become strategic as well, focusing on efficiency, personalization, and omnichannel integration.

GC – What salary variations currently stand out in the retail sector, by function and location?

FA – Salary differences are noticeable, especially between large urban areas and peripheral zones. A Store Manager in Lisbon, for example, can earn up to €53.900, while in other regions that amount may be lower. These variations reflect the cost of living, local competitiveness, and the attractiveness of the sector in other industries, such as technology.

GC – Has the pressure to review salaries increased in large cities?

FA – Absolutely. Competition for talent in large cities is leading companies to review their compensation strategies. We are seeing a growing focus on more comprehensive benefits packages that go beyond a fixed salary and include performance bonuses, health plans, flexible hours, and opportunities for personal and professional development.

GC – Are there significant differences between food and non-food retail in terms of attractiveness and remuneration?

FA – Yes, there are clear distinctions. Food retail tends to be more stable, with a strong presence of operational functions. Non-food retail, driven by e-commerce and technological innovation, attracts more specialized profiles and offers greater value in areas such as marketing, customer experience, and digital transformation.

GC – What strategies have proven to be most effective in attracting and retaining talent in retail?

FA – Organizations that focus on a holistic value proposition, combining competitive salaries, a positive organizational culture, opportunities for career advancement, and continuous training, are the ones that stand out the most. Flexibility, active listening, and investment in employer branding are now key factors in attracting and retaining the best talent in the sector.