Retail: Put power and technology in the hands of sales associates

We’ve heard the debate around whether or not brick-and-mortar stores will ultimately close their doors due to the rapid growth and success of e-commerce. Now it’s time to move away from pondering the fate and lifespan of retail stores, and instead talk about the rich opportunities that a blend of internet technology and human workers can bring when applied to retail—the transformation of physical, in-store commerce.

At some point you have probably been frustrated with a retail store shopping experience. On the other hand, there may have been a time you were so satisfied by a great customer experience that you wrote a positive review of the store online or responded to customer survey emails, phone calls or text messages.

The next great advance in customer experience has the potential to elevate salespeople to a new level. Retailers will implement strategies and technology that promote exceptional assisted service in brick-and-mortar stores, rather than relying so heavily on technology to push self-service opportunities.

What consumers really want is to interact with an associate who offers useful and knowledgeable assistance, put the power of the internet in the hands of the salesperson. Empowering store associates with mobile devices and tablets enables capabilities that enhance the customer experience.

These CX enhancements include:

• Turning sales associates into personal cashiers, allowing you to avoid the dreaded checkout line and complete your shopping trip as quickly as possible.
• Making inventory visible in real time to every salesperson, so they immediately know whether a product is available at that location or another store nearby
• Offering a variety of purchasing and pick-up options. For example, you can make a purchase online—or in-store—and pick it up at the retail location of your choice or have it shipped directly to you. If the item doesn’t suit you, it can be returned it at any location.
• Implementing personalization algorithms to help the salesperson suggest items based on what you say, as you say it.
• Sharing product information, wish lists and customer preferences.

Sound good? It’s a scenario that is closer than you think to becoming an everyday reality. For retailers, it’s as easy as a single web commerce engine that takes on the brick-and-mortar store, merging digital and physical commerce to serve you better.

The future is now and as a consumer, it’s in your hands. Tell your favorite retailer how they can apply new online resources and mobile technology to deliver an enhanced, in-store customer experience, and let’s enjoy the future together.