Why aren't more associates using mobile devices to help shoppers?
Through a special arrangement, presented here for discussion is a summary of a current article from the IMS (Integrated Marketing Solutions) blog.
If today's typically young store associates are so adept at using their smartphones, why won't retailers let them use a store smartphone on the floor to assist consumers?
Among the myriad of reasons heard straight from the mouths of retail store operations are:
- If we give them smartphones, they'll be calling or texting friends;
- If we shut off phone services, they will still be distracted by Facebook, etc.;
- They will pull up internet content inappropriate for public spaces;
- They will be inefficient and non-productive;
- They will be distracted and won't pay attention to customers;
- They will lose, drop or break expensive equipment;
- They won't know how to use it with consumers;
- They might show consumers competitor offers, especially from Amazon.
So, my question to store operations is: If you don't trust them, why did you hire them?
There are in fact a number of retailers that have been experimenting with associates carrying tablets on the floor. Nebraska Furniture Mart is among the innovators equipping floor staff with tablets to assist customers, check on inventory and book services. Top restaurants have equipped wait staff with tablets and even experimented with giving customer tablets to use at their tables.
There are a multitude of reasons for giving staff a smartphone (or tablet) on the retail floor today:
- Customers are already using mobile devices to showroom. Why not give staff the same level of access and information that consumers have at their fingertips?
- Access to rich content. Signs can't explain everything a customer wants to know, not even digital displays. Smartphones give staff a portal to features, benefits and rich content that consumers may have missed.
- Powerful demo capability. Consumers want personalization and help in buying what's right for them. Mobile devices provide unparalleled ability for first hand demos, as well as tools to help customize solutions.
- Low cost/no cost training. Training is a huge retail expense. Mobile devices can provide staff with both unprecedented product knowledge and training that can be customized to the individual associate on the floor.
- Differentiation + Conversion. Mobile devices in the hands of associates offer unique opportunities for associates to use tools to help consumers buy what is right for them, and even personalize solutions that are not available on the web.
At the end of the day, even if the sale is not made in the store today, an associate with a smartphone or tablet can connect with a consumer and establish a relationship that transfers back to online retail.com, not to mention future store visits.