An Omnichannel Truce Between Online and Physical Retail
Equipping sales associates with in-hand technology that boosts their ability to serve consumers has a few immediate benefits:
1. Turns associates into product experts: A number of studies show that consumers feel more educated about their intended purchase than the sales associate tasked to help them. Store managers and associates are aware of this information asymmetry and are, in some cases, using their personal mobile devices to close the gap in product knowledge.
In a recent study from Motorola Solutions, 58 percent of customers helped by a store associate using a mobile device had a better shopping experience. That success rate is encouraging for both the customer and sales associate, promoting more interaction and higher likelihood that customer questions are being answered.
- People:
- Warby Parker