Driving 20-Carat Performance: How Legion WFM Helps Helzberg Associates Sparkle

About Helzberg

Helzberg, a Berkshire Hathaway company with over a century of excellence, is known for quality, trust, and standout service. With 230 stores in 36 states and more than 1,600 employees, Helzberg is a people-first brand using digital innovation to elevate the customer and associate experience.

“Our stores LOVE how simple, clean, and user-friendly the UI and experience using the app is. The workforce management space is filled with dinosaurs, and Legion is the shiny new car in the space. They are innovating quickly, responding to customer feedback and scaling at lightning speed. The service is built from the ground up to leverage AI. In a world of products that have AI feeling like it’s bolted on, Legion feels very different.”

DVP, Retail Innovation and Operations, Ryan Holm

The Challenge

Before Legion, Helzberg relied on manual, time-consuming scheduling, struggling to factor in labor standards, employee preferences, productivity, compliance, and budget constraints.

Creating optimized schedules was slow and complex, limiting store performance. To drive productivity, enhance associate and customer experiences, and free up time for what matters most—human connection—they turned to Legion.

The Solution

Automated Scheduling

• AI-generated schedules factor in performance, demand drivers, historical sales data, and shift preferences
• Automatically schedule top performers when they are needed most

Mobile App for Employee Engagement

• Give associates more control with tools to set availability, request time off, and swap shifts instantly
• All requests are tracked and time-stamped to ensure fairness

Improved Management Productivity

• Real-time workflows speed up approvals and reduce back-and-forth
• Free up more time to focus on driving performance instead of admin tasks

The Results

Schedule Automation

“Legion AI is incredible. It is able to handle so much input that we give it—whether that's employees requesting time off or voting on their shift preferences, looking at our traffic, transactions, and net sales historical and trend data, as well as taking employee performance into the equation. It's able to handle all of that and generate a wonderful schedule within just a few seconds.”

Ryan Holm,
DVP of Retail Innovations & Operations

“One thing that I really care about and Legion does so well is the ability for setting preferences at each team member level...and their date and time-stamped requests. That’s important because sometimes there’s competition, right? And we need to respect the order in which those requests come in.”

Catherine Casey,
Store Manager

Modern, Intuitive App

"I love using the Legion app because it’s fair, friendly, and user-friendly. It’s convenient for me to submit my day off or request a switch of schedule…Keeping life in balance between lifestyle and my work is very crucial to me."

Ellie Owjifard,
Manager Trainee

"It all works so well. I can introduce it to somebody and they can start using it effectively immediately."

Catherine Casey,
Store Manager

Conclusion

With Legion, organizations can deliver:

• A mobile-first experience for clock-ins, time off, and shift swaps in one app
• Real-time, trackable shift updates that ensure fairness and compliance
• AI-powered labor alignment based on demand, traffic, and performance
• Real-time mobile communication that keeps teams aligned
• More time selling, less time scheduling

From eliminating paper-based processes to enabling real-time scheduling and communication, Legion helps Helzberg teams stay focused on what matters most—serving customers.