Kate Rand (below left), CEO of Serve Legal, a company which helps retailers comply with the increasing number of obligations thrust upon them, writes of the state of the market when it comes to how responsible stores are complying – and thriving.
“Retailers have always known how to adapt - whether it’s contactless payments, self-service tills or now, digital ID.
“But behind every innovation, there’s a manager wondering how to train 20 new weekend staff before Friday night. The landscape keeps changing but the responsibility never does.
“The key is to really know your floor, know how your people work, how your systems behave, and where the cracks start to show. Compliance isn’t something that can be assumed - it has to be tested. It’s how one finds out what’s working, what isn’t and whether the policies translate to reality during a Saturday night rush or a quiet Tuesday morning.
“Serve Legal carries out over 200,000 audits each year for retailers across the UK and Ireland. Among our alcohol audits this year, pass rates have reached 79% in 2025 so far, which is a steady improvement that now surpasses both energy drinks and vapes. This progress shows how seriously retailers are taking up their responsibilities, but it also highlights the areas that still need attention.
“Our data shows that alcohol pass rates continue to dip over weekends, when temporary or part-time staff are most often behind the tills. This coincides with higher alcohol sales, meaning the stakes are even greater. We also see an 8% gap between morning and evening pass rates, suggesting that fatigue and pace of service may be influencing vigilance later in the day.
”The past five years have transformed retail entirely…”
“The past five years have transformed retail entirely. Since the pandemic, self-service checkouts, rapid deliveries and app-based orders have redefined how compliance works. Retailers have had to update policies, adopt new tech and train teams for a world where the traditional ‘till check’ is no longer the only safeguard.
“Encouragingly, many are going further, showing real ownership of responsible retailing. We’ve seen a 10% rise in energy drink compliance since 2021, with retailers voluntarily enforcing a ‘16+ only’ policy ahead of legislation. That kind of proactive diligence is what keeps the sector ahead of regulation.
“As we look at the next major change - digital ID - interoperability will be key. Multiple digital ID providers are emerging, and retailers are rightly concerned about whether systems will integrate. If accepting every legitimate ID requires seven different installations, businesses will be reluctant to invest.
“A surprisingly common misconception here is that young people don’t care about data privacy. Our internal auditor survey paints a very different picture. Many have expressed real hesitation about sharing personal data, particularly if usage becomes mandatory. Their concerns must be taken seriously if we want to build public trust.
“Training is absolutely critical. An internal Serve Legal survey this February spoke to auditors who also work in retail and hospitality, and 85% said they’d received no training on accepting digital ID, with only 2% feeling they’d been fully trained.
“This gap carries real risk, both in turning away legitimate customers and in missing crucial age-verification checks. With digital ID expected to roll out by Christmas, retailers must move quickly to ensure every staff member - especially temporary and seasonal hires - is confident and compliant.
“Technology can enhance compliance, but it can also fail, and when it does, well-trained staff must step in.”
“We believe human intervention is essential and will continue to remain. Technology can enhance compliance, but it can also fail, and when it does, well-trained staff must step in. Our advice is simple: research your options, collaborate with peers and never replace the need for staff to be confident in checking physical ID.”
No comments yet