How in-store technology enables staff to serve customers better
Brick and mortar retailers are facing increasing pressure to align customer demands, staff skillsets and instore technologies. A recent Fujistu whitepaper highlighted that there are two key factors why consumers look to purchase a product or service in store: browsing and buying (49%) and the instore experience (30%). With heightened competition from e-tailers and other channels, it is important that retailers increase their footfall and conversions by creating memorable experiences.
Whilst the need for efficient instore technology is becoming a necessity, the deployment of this should be carefully aligned with staff skillsets and overall business strategy.
Technologies need to help assist the current customer experience and make the employees lives easier rather than cause additional issues on top of what many may seem as a long process. With customer expectations at an all-time high, retailers need to ensure that they create memorable experiences for customers while at the same time ensuring that staff are able to manage expectations through the use of new technologies.
Instore technologies range from various types of tools, such as cash registers to interactive signage with extra information for customers. Our customer experience management platform for example assists the customer journey creating a better organised and personalised service for retailers by enabling them to increase conversions and footfall through our virtual queue management, appointment and event booking and click and collect solutions.
Helping to bridge the gap between employees and consumers
Most instore technologies aim to bridge the gap between employees and the consumers, however, it should also look to build the gap often seen between other employees. Understanding your colleague’s skill set and capabilities is one of best ways to improve your efficiency in store. As ultimately being efficient is what most consumers want.
The survey highlighted that 51% of consumers see that the main benefit of new tech is that the processes are sped up, so they have more time to do more exciting things rather than being forced to wait around.
As a member of staff on the shop floor I want my job to be as easy as possible. I would not want to be put in the position where I have to keep telling customers I cannot help them and revert them to different employees or departments. I would want to know exactly what to do in every scenario.
Align technology in line with business model, staff capabilities and consumer expectations
When looking to implement in-store technologies, make sure to evaluate the existing environment first and ensure that the chosen technology will match your business model, staff capabilities and fulfil the expectations of your customers.
67% of retail employees believe that in store technology added in the past 12 months has helped improve customer service in-store. However, a quarter of those consumers surveyed iterated that they still receive complaints due to ill planned in-store technology which does not suit the store environment. What I found interesting was that this highlights the issues with finding the best tech suited for your store. As retail isn’t a one glove fits all type of industry.
The tech introduced should aim to improve the current process and not over complicate the service. Waiting in an unorganised queue or the inability to immediately contact an employee for help are just a couple of the irritations I have as a shopper.
By being able to do the simple things well, you can make more complex procedures so much easier.
If you would like to find out more about how to improve your in-store environment, contact the marketing department – firstname.lastname@example.org
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