While the role of the store associate is changing, some retailers apparently haven’t been able to adjust on the fly. One in four associates said they are not properly equipped with the right digital tools and technology to do their jobs as online shopping evolves, according to a survey from Salesfloor.
Only half of associates feel they are reaching their full potential, illustrating a missed opportunity for retailers to evolve the role of today’s associates and better serve omnichannel shoppers. While nearly all associates (94%) have leveraged email in their associate strategy, there is still plenty of room for adoption among many other technologies, including:
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SMS (62%);
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Other messaging services (58%);
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Online storefronts (56%);
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Live chat (41%); and
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Lookbooks (28%).
Retailers are better able to retain talent and avoid turnover when they empower associates to drive their own sales and proactively engage with customers either inside or outside the store via technology, the survey reports:
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72% of associates are more likely to stay with a retailer, and less likely to look for a new job, if they are provided with tools and technology to enhance their jobs; and
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66% of associates say access to digital tools and technology is a must-have at a future retailer.
When retailers do leverage new technology, 90% of associates say they have the tools to do their job well, compared to only 49% at retailers that do not provide digital tools.
These tools heavily factor into whether associates feel confident in their ability to compete with online retail giants such as Amazon and eBay. These employees actually feel seven times as confident in competing with the right digital tools in place.
Salesfloor surveyed 254 North American retail associates across a variety of product categories, compensation models and store sizes to compile data for the 2017 Retail Associate Technology Study.
