Abstract: A system and method for assigning employees that are schedule to work at a brick and mortar retail store location to coverage areas within the retail store and/or tasks associated with those coverage areas. The system and method takes into account the required coverage area times of each coverage area within the store location, the master schedule of employees available to work within a defined time period that is provided by a schedule management system, and management's preferences regarding coverage area priorities for or associated with certain employees, and then automatically assigns coverage to the scheduled employees based on all those variables. The system and method identifies individuals whose scheduled work shift overlaps with required coverage area times and who are preferred to work in the coverage area and assigns such individuals to work in the coverage area during the overlapping time period (or a portion thereof).