By Mike Lanciloti, Spectralink
We often discuss how retailers can keep pace with customer demand when it comes to online shopping, and are always looking to make the process more personal, faster and easier for the customer.
But what about the old standby: Brick-and-mortar stores? Just as consumers are demanding more efficient and streamlined online experiences, they are expecting better shopping experiences in-store. Technologies such as self-check out, beacons, buy online and pick up in store, and in-store employee devices are examples of how some retailers are meeting customer expectations through innovation.
When customers walk into a store today, they do so with certain expectations. They expect to be able to locate a product quickly, interact with a knowledgeable employee and get the information they need to make a purchase. It takes more effort to draw busy consumers into stores, so investing in technology that will empower employees to deliver a superb customer experience and increase time to transaction is a fundamental engagement strategy.
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One way to ensure customer satisfaction is by arming sales staff with handheld devices, which transform the way people work and help them better engage with customers while increasing productivity. Handheld devices used in retail settings include smartphones, tablets, scanners, two-way radios and more, and retailers of all sorts are experiencing the advantages that increased connectedness provides.
While some employees may take matters into their owns hands and use their personal devices to search for product information or contact managers and suppliers, personal, or consumer-grade, devices are not made for the demands of the retail world. Purpose-built communication devices are a better option. They are more durable, easy-to-use and provide clear communication even in loud or remote environments. Plus, they leverage existing technology, including the facility’s call control platform and Wi-Fi infrastructure.
Furthermore, with purpose-built devices, data stays within the confines of the retail establishment, rather than leaving the building with store or customer data, as could be the case with employee-owned phones. Retailers using communication solutions that offer clear, direct, real-time communication among employees at all times help customers have a great shopping experience. For example, some purpose-built devices offer barcode scanners to answer common questions and price checks, allowing employees to get real-time information about a product without ever leaving the customer’s side.
Additionally, these devices make it easy to check inventory in real-time, whether through a mobile app, or by communicating with staff in the storage facility. Other benefits of these devices include being able to answer incoming customer calls from any location in the store and ten hours of talk time on a single charge. Retail technology can help provide an increased level of customer satisfaction by improving response times while staying engaged with customers.
As customers become more fluent with their mobile devices to research and shop for products, they expect employees at their favorite stores to keep pace and have the same, or better, ability to quickly find answers to their questions. Retailers who adopt purpose-built communication solutions will keep customers engaged and coming back for more in store purchases.
Mike Lanciloti is VP, Global Marketing & Product Management for Spectralink
