Technology strengthens associate interactions

By: Gabrielle Winant

 

Retailers are investing in technology that enhances associate interaction with consumers rather than automating their roles. As technology continues to invade the physical world, 89% of retailers plan to put technology in the hands of their associates within the next three years. The expansion of on-hand technology within Brick-and-Mortar stores will assist in customer engagement, management, and serve as a point of sale.

Many retailers have invested in this technology already. Those who have adopted tablets or smartphones in stores have seen increases in productivity and sales. Technology allows for sales associates to locate products that may be out of stock within their database and order the product within minutes. The adoption of technology has taken hold, with a majority of retailers promising to add mobile POS systems across their chains to further simplify the shopping experience. Consumers still value shopping in B&M locations because they can touch and experience a product before purchasing and by bringing the convenience of online ordering into stores it further entices consumers.

The synergy between online and offline is continuing to provide opportunities for both sides. Creating a seamless environment for the consumer fosters loyalty to companies that do this and do this well. Consumers still value human interaction when choosing products and sales associates are the face of a company when in a B&M location. Better equipping them with the technology they need to serve customers will increase ROI tenfold.