Technology is everywhere. Our lives are connected to technology. We can pay with our phones, get weather updates from virtual assistants, and even keep our money in our pockets. That's not all. What about retail technology?
Retail technology is used constantly by companies to enhance the shopping experience, both online and offline. Technology is an excellent tool to streamline processes for mass merchandise retailers who offer a broad range of products in a large area.
One of the most valuable and important uses of technology in retail is? This allows salespeople to have more interaction with customers.
The human edge is more important than e-commerce
Amazon, an e-commerce giant, has seen its popularity grow due to its focus on speed and convenience. Amazon's seamless mobile app allows for immediate orders and guarantees 2-day delivery. This appeals to busy shoppers who are results-driven. Amazon is an supersized convenience store.
Salesfloor research shows that 58% of online shoppers feel that they don't get the same high-quality service as in-store sales associates. This is something that they really want.
Beyond this disconnect, if a shopper experiences a problem while shopping online (which they often do), they need a special kind of assistance. Calabrio's study shows that 79% of consumers prefer to interact with humans over a chatbot, online form or chatbot.
Amazon is doing a good job providing human customer service representatives but they still lack the hands-on, knowledgeable sales associates to help the consumer along their journey. Have you ever called Amazon to say, "I need help finding something on your website?"
This is where mass merchandisers are needed.
Redesigning customer service
Imagine that you are looking for double-sided tape in a mass market. You don't know where to begin to find the items you need because the store is so huge. Tape is it an organizational tool or office supply? There are many shoppers and large shopping carts lining the aisles. You wander aimlessly, trying to find the right item. There is no help from shop assistants.
This is a common problem. It's not fatal. Retailers can use technology to assist their salespeople in more ways than simply hiring a larger sales team.
Technology is often seen as an antithesis to human interaction. This is not true. Retail technology can be used by merchants to increase customer service opportunities. Customers are also on board. Respondents to the Calabrio survey indicated that 54 percent don't believe companies waste money when investing in tech to improve customer service.
Target has already done a remarkable job in automating repetitive tasks, helping to make it easier for customers to shop. They recently announced plans to install automatic cash-counting machines in all stores by the end the year. This will allow sales associates to spend more time with customers.
Walmart has taken this idea to the next stage. To ensure that shelves are always stocked, they have invested in Bossa Nova robotics. The robots scan the shelves and check inventory, letting salespeople know if products should be restocked or moved to a different shelf. This is up to three times faster that humans.
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The best thing? The best part?
Signage at the next level
Signage is the silent salesperson. This has been a constant theme in our conversations. Signs can point customers in the right direction, and provide the information they require.
While many shoppers want to be assisted by salespeople, others prefer to do it themselves. Although brands must respect consumers' independence, signage can be a powerful way to educate and motivate them to purchase.
You can make your signage friendly and joyful. Signage can be used to create human moments by using emotional phrases and strategic images. We all love the advancements in retail technology but it's the human touch which will always be part of our hearts.
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