The introduction of New York’s Retail Worker Safety Act is prompting retailers to rethink how frontline teams communicate during workplace safety incidents.
The legislation, which applies to retail employers with 10 or more employees, requires businesses to implement workplace violence prevention policies and provide employee training, while larger retailers must also introduce silent response buttons. The changes are prompting many retailers to reassess not only emergency procedures, but also how frontline teams communicate when incidents begin to unfold.
The move comes as retailers continue to face growing challenges around theft, aggression and workplace safety. According to the National Retail Federation’s latest Impact of Retail Theft & Violence 2025 report, retailers experienced an 18% increase in shoplifting incidents in 2024 compared with the previous year, while threats or acts of violence linked to theft increased by 17%. The report also found that 83% of retailers said levels of aggression and violence were either the same as or higher than the previous year, highlighting the increasing pressures facing frontline employees.
Quail Digital, a provider of wireless digital headsets for frontline teams, believes the legislation reflects a broader shift towards creating safer, more ‘connected store’ environments where colleagues can access support quickly before incidents escalate.
Tom Downes, CEO of Quail Digital, said: “Retail employees face a very different environment today than they did even 10 years ago, before COVID.
“They’re expected to deliver exceptional customer service while also responding to theft, intimidation, abusive and anti-social behavior, alongside increasing operational demands driven by rising operating costs. Every retailer wants their people to feel safe, supported and confident throughout their shift, and strong team communication plays a much bigger role in that than many people realize.
“The New York Retail Worker Safety Act is an important step forward because it encourages retailers to think proactively about protecting their people. But safety cannot rely solely on policies or procedures sitting on a page. In the real world, employees need practical tools that allow them to communicate quickly when they recognize that a situation is developing.”
According to Downes, retailers are increasingly looking at real-time communication solutions that enable employees to stay connected with colleagues and managers without leaving customers or their work areas, helping stores coordinate faster responses to emerging situations.
“We’re also seeing a noticeable increase in enquiries from U.S. retailers looking at communication technology through the lens of employee safety and incident response, rather than purely operational efficiency,” added Downes.
“The Retail Worker Safety Act is helping to shift that conversation. Retailers are asking how technology can support their people in real-world situations, not simply how it can improve productivity. That represents a significant change in thinking and reflects the growing importance retailers are placing on employee wellbeing.”
As retailers review their workplace violence prevention strategies, many are looking beyond emergency response procedures towards technologies that improve everyday communication between frontline teams. Rather than relying solely on emergency alerts once an incident has escalated, retailers are increasingly exploring communication platforms that enable colleagues to request assistance at the earliest signs of a developing situation.
Quail Digital’s AI-ready Pro12 Retail Headset System, which was showcased to the U.S. retail industry at NRF 2026 earlier this year, is designed to integrate with digital assistants and connected store technologies while ‘helping colleagues remain connected across the sales floor’.
The wireless headset system enables store associates to trigger ‘discreet emergency alerts, instantly communicate across teams through built-in speech recognition, create dedicated communication groups and coordinate faster responses without leaving the customer they are assisting’.
“In many situations, the difference between a manageable situation and a more serious incident comes down to how quickly the right people can respond,” said Downes.
“If an associate feels uncomfortable during a customer interaction, if a manager needs additional support on the sales floor, or if a security issue develops, the ability to instantly connect with colleagues can make a significant difference. Retail has always relied on teamwork, but today’s operating environment means that teamwork has to happen instantly.
“Better communication doesn’t just improve how retailers respond to emergencies – it helps prevent many situations from becoming emergencies in the first place.”
Quail Digital’s technology is already used by retailers, quick-service restaurants and healthcare organizations across the U.S. to improve operations, employee communication and customer service.
Downes believes legislation such as New York’s Retail Worker Safety Act will accelerate adoption of connected communication technology as retailers look beyond compliance and invest in safer workplaces.
“Retailers are thinking more strategically about how they support their people every day,” added Downes. “The safest stores are not created by one single measure. They are created by combining strong leadership, effective training, clear processes and technology that helps employees stay connected when it matters most. The best safety strategies don’t begin with an emergency – they begin with making sure no one ever feels alone when something starts to go wrong.”