WORKFORCE MANAGEMENT REPORT

Demand forecasting: How leading brands are getting ahead

Real-world lessons from the workforce management: Fast-tracked event

Born from the panel discussion at Rotageek’s Workforce Management: Fast-Tracked event, this report brings together real-world lessons from retail and hospitality leaders. Hosted by Dave Abbott (TPP Retail), the session featured Thomas George (William Hill), Andy Maynard (Caffè Nero) and Indre Lapiene (The Entertainer), who shared first-hand perspectives on how brands are transforming workforce management today.

AI forecasting and adaptive scheduling in action

The discussion explored how AI-powered forecasting, adaptive scheduling, and data-driven decision-making are helping leading brands plan with confidence - even in unpredictable markets.

Integrating richer data to improve demand forecasting

These organisations are integrating advanced data sources into centralised workforce management systems like Rotageek, using systematic data collection to generate more accurate demand forecasts - the foundation for effective labour planning, adaptive workforce management, and supply-chain efficiency.

Forecasts must evolve as businesses evolve

A company’s management approach and internal data play a crucial role in shaping demand forecasting. As businesses grow or adjust their offer, demand patterns can shift - which means forecasting must evolve too. Scalable forecasting systems are essential for supporting this growth and adapting to new operational realities.

Using trends and anomalies to sharpen forecast accuracy

By identifying trends and anomalies in historical data, companies are improving forecast quality and choosing the right AI forecasting models to balance staffing levels with customer demand. Understanding the gap between forecasted and actual demand is key to refining accuracy and making better operational decisions.

Short-term vs long-term forecasting

Their approach blends short-term workforce planning with long-term scenario forecasting, enabling teams to react fast to weekly fluctuations while aligning with broader business strategy.

• Short-term forecasts support weekly scheduling and inventory decisions.
• Long-term forecasts inform strategic planning and scenario modelling, despite inherent uncertainty.
  
  

Why forecast accuracy varies across operations

Forecast accuracy shifts week by week and across multiple levels of data - store, product, region or distribution centre. These variations impact both forecasting reliability and workforce planning decisions.

Cross-functional collaboration strengthens forecasting

Collaboration between sales, operations, HR, and support teams ensures every forecasting decision reflects real-world activity across multi-site operations.

Demand forecasting as a competitive advantage

Together, these insights reveal a new standard for demand forecasting - one built on accurate data, adaptable planning, and empowered managers. With systems like Rotageek, forecasting becomes more than a process: it becomes a competitive advantage that improves service, wellbeing, and cost control across every site.

Why workforce management matters more than ever

Workforce management sits at the heart of every successful retail and hospitality brand. It shapes productivity, efficiency, and the kind of customer experience that keeps people coming back.

Matching labour to demand - without burning out your teams

At its core, effective workforce management means having the right people, with the right skills, in the right place at the right time - balancing labour with demand without overspending or pushing teams too hard.

The role of demand forecasting in workforce management

Getting that balance right depends on one crucial factor: demand forecasting. Strong demand forecasts reduce uncertainty, optimise inventory levels, and support smarter operational decisions.

Spotting systemic patterns that shape staffing needs

Good forecasting identifies systemic patterns such as seasonality or weekly trends - essential for supply-chain planning and ensuring staffing levels consistently match customer demand.

Using AI forecasting tools to improve scheduling decisions

By combining historical data, real-time insights and AI forecasting tools, today’s retailers and hospitality operators can predict demand with greater accuracy. Strong forecasts help managers plan efficient rotas, reduce wasted hours, and support employee wellbeing.

From manual scheduling to adaptive workforce systems

What’s changed most is how workforce management happens. Businesses are replacing outdated spreadsheets with adaptive workforce management systems powered by machine learning and automation.

Systems like Rotageek help managers:

• Spot trends instantly
• Adjust rotas in real time
• Respond quickly to unexpected surges
• Identify gaps between forecasted and actual demand
  
  

Why people-first workforce transformation matters

Technology alone isn’t the full story. The most successful operators take a people-first approach to workforce transformation - involving managers early, building trust, and giving teams visibility and control over their schedules.

Predictability boosts engagement and performance

When employees have predictability, input and transparent rotas, engagement rises - strengthening the link between great service and workforce wellbeing.

Workforce management is more than filling shifts

Ultimately, effective workforce management is about building adaptable, data-led teams that can handle anything. Not all organisations realise the benefits of forecasting equally - results depend on having the right processes, tools and training in place.

Creating a workforce that’s ready for anything

By investing in accurate demand forecasting, adopting AI workforce management tools, and empowering people to use them confidently, businesses build teams that are not only efficient - but genuinely ready for whatever comes next.

If you're running a retail or hospitality business, you'll know that staff scheduling is absolutely crucial for keeping things running smoothly. Demand can shift like crazy from day to day (or even hour to hour), and that's where smart demand forecasting comes in.

It's all about creating staffing plans that keep your customers happy while making sure you're not throwing money away on labour costs. You need a solid forecasting process that looks at your past sales data, spots the trends, and factors in your business decisions to work out exactly how many people you need at any given time.

A good demand forecast isn't just guesswork. You're looking at quantitative approaches (machine learning and advanced data analytics) that can dig through massive data sets and find patterns you'd never spot on your own.

This means you can make smart decisions about staffing levels, so you're not overstaffing when it's quiet or scrambling to cover shifts when demand suddenly spikes. 

Let's say you're a retailer, you can analyse your average daily sales and look at historical trends to anticipate those busy holiday weeks, making sure you've got enough staff scheduled to deliver excellent service and avoid losing sales.

As retail and hospitality industries continue to see evolving customer demand/footfall, data collection and analysis have become the backbone of effective workforce management and accurate demand forecasting. 

Gone are the days of relying on instinct alone - leading brands are now using rich, multi-source data to make smarter, faster decisions about staffing, inventory, and operations.

By combining information from past sales, customer behaviour, market trends, and even external factors like weather, local events, or economic shifts, businesses can identify patterns that drive forecast accuracy. This insight helps leaders predict peaks and dips in demand, align labour costs more closely with revenue, and avoid the costly risks of overstaffing or missed sales opportunities.

The forecasting process starts with reliable, connected data. Every touchpoint - from your sales and support teams to digital channels - holds valuable signals. When captured and analysed properly, these insights reveal how to optimise shift planning, manage inventory levels, and schedule teams more effectively.

For example, analysing average daily sales or seasonal patterns can help managers plan rotas ahead of time, ensuring the right coverage during busy trading periods and leaner operations when demand dips. It is also important to define the appropriate time period for data collection and forecasting to ensure accuracy and relevance.

By integrating AI-powered scheduling tools with existing team calendars and business systems, retailers and hospitality operators can achieve smoother shift planning, improved productivity, and tighter labour cost control - all without adding admin. These tools allow users to view, modify, or cancel existing events within the scheduling system, ensuring seamless adjustments to current schedules.

But it’s not just about numbers and algorithms. Data collection and analysis also inform critical business decisions - from HR and training to long-term workforce planning. Understanding what drives demand for a product or service helps organisations allocate resources effectively, invest in upskilling, and build more agile, future-ready teams.

Ultimately, data is what turns workforce management from reactive to predictive. Businesses that invest in data-driven forecasting and AI workforce management tools are better equipped to reduce costs, minimise lost sales, and respond quickly to change. In a world where demand can shift overnight, the ability to harness and act on data isn’t just an advantage - it’s what makes your organisation truly ready for anything.

What is adaptive workforce management?
Adaptive workforce management is an approach that replaces rigid, one-size-fits-all rotas with data-driven, flexible scheduling. It uses real-time insights and demand forecasting to ensure teams are staffed efficiently - protecting both service quality and employee wellbeing. The report explores how leading retail and hospitality brands are using this approach to stay agile in unpredictable markets.

How does AI improve scheduling in retail and hospitality?
AI-powered scheduling tools help businesses forecast demand, optimise shifts, and reduce manual admin. By analysing sales data, footfall trends, and external factors, AI forecasting sharpens predictions and helps managers plan smarter rotas - saving time and controlling labour costs. The report shares practical examples of how brands like Caffè Nero and William Hill use AI-driven insights to create fairer, more efficient schedules.

Which KPIs does the report focus on?
The report highlights the metrics that matter most for modern workforce management:

• Labour cost control
• Forecast accuracy
• Manager adoption
• Employee engagement and retention
  It also explores how accurate data collection and analysis help leaders measure success, improve forecasting quality, and make evidence-based workforce decisions.

Who contributed to the insights?
The report features first-hand perspectives from:

• Thomas George, Head of Business Insight at William Hill
• Andy Maynard, IT Director at Caffè Nero
• Indre Lapiene, Reward Manager at The Entertainer
• Hosted by Dave Abbott (TPP Retail)
• With a foreword from Chris McCullough, Executive Director at Rotageek.

How will this report help my business?
You’ll learn how leading retail and hospitality brands are building data-driven, people-first workforce systems - improving forecast accuracy, reducing labour costs, and empowering managers to make better decisions. It’s your roadmap to a more adaptive, efficient, and resilient workforce.