There is no denying that modern retail technology – and digitisation of the retail sector – is transforming everything about what shoppers want and how a retail organisation operates. Digital shopping through eCommerce and mCommerce platforms have fast become the go-to for many customers looking for a quick, hyper-personalised and flexible retail experience from the comfort of their own home – or on the go. According to Microsoft’s consumer spending survey of over five thousand employed adult consumers, more than half (51%) said the number of online purchases they make during their worktime has increased since the beginning of the pandemic.
As consumers increasingly turn to online methods of shopping, the physical retail space also needs to be able to adapt to these challenges and keep up with the pace of transformation – meaning customer service and the customer experience must be engaging and worthwhile for in-store shoppers. As expectations of a personalised customer experience continue to grow, alongside demand from shoppers for additional advice or services and unexpected products or promotions, retailers are finding themselves under increased pressure to transform how they engage customers in the physical retail space.
Empowering store associates
Store associates are at the coalface of the bricks and mortar customer experience journey and play a key part in the digitisation of retail. They are vital in extending a retail organisation’s online brand and providing a new customer experience that shoppers have come to expect, therefore retailers need to ensure their online presence and in-store experience are supportive to one another. The online and mobile shopper journey recognises a returning customer, personalises the experience to their interests and needs and issues recommendations based on previous purchases. To recreate this experience in store, retailers need to empower their store associates with the information and data they need to focus on their customers and answer questions in real time, to deliver a positive customer experience.
To do this, retail leaders can leverage modern tools for communication and collaboration for their frontline workers to bring store associates and management together, streamlining operations and connecting staff with multiple stores across the region – alleviating customer demand in-store with regards to stock issues and delivery. In store associates are expected to quickly adapt and learn new processes for understanding their customers and support increased efficiencies in store. In order to do this successfully, stores need to reduce task redundancy and provide education, training and best-in-class tools to communicate.
Retailers who invest in empowering, engaging and continuously retraining the frontline as they automate routine tasks and manual processes will ensure their workforce are able to keep up with the pace of change seen in the retail industry. Retail leaders need to find new ways of shifting towards employee centric business models by putting employee experience solutions at the centre of their operations to ensure they are equipped to meet the expectations of not only customers, but employees too.
Placing data and analytics at the centre
In a recent survey by manufacturing solutions provider, Jabil, 95% of retailer decision-makers said their technology investments have impacted customer experiences positively. Therefore, enhancing the in-store experience for customers through data, analytics and technology is vital to showcase what’s happening beyond simply the buy-sell process and improve the customer experience journey. The more retailers understand about their customers, the better their ability to forecast and adapt to what customers want to experience when they shop. Technologies such as industry clouds which provide a holistic view of the consumer, help retailers better understand and elevate consumer experiences. Retailers can make use of service software which is already integrated into the checkout process, while also investing in retail solutions that can improve customer satisfaction and productivity.
Now, retailers must invest in the right data and analytics tools, such as having access to flexible shift scheduling technologies, easier communication, and seamless task management, all located in one easy-to-use digital app. By having the right technology in place to simplify retail store scheduling, employee communication, and other store manager tasks, store associates and the entire retail organisation will feel empowered that they can fulfil and carry out their duties. All while enhancing the customer experience and delivering against the pace of change in the retail industry.
Ali Rezvan, Retail Executive, Microsoft UK
