Reimagining Store Operations: Unifying the Associate Experience

In the last few years, retail stores have transformed from delivering basic sales functions into much more. They're now customer engagement hubs, micro-fulfillment centers, omnichannel service centers and much more. As the lines between channels continue to blur, the variety, volume and velocity of store associate tasks has exploded.

Recent research with retail executives — conducted by Incisiv — underscores the importance of equipping teams with unified solutions and bringing them to life to effectively deliver the experiences that customers demand and the profitability that businesses require. Leading commerce systems need to blend software with human insight, delivering real-time data on customers, inventory and operations that enhance shopper satisfaction and store performance.

Exceptional customer experiences are found at the interaction of technology and empathy, and retailers need to start with empowering store associates. This requires a holistic approach that enhances personalization, streamlines sales, and fosters stronger relationships. Here are the five key areas of a more modern and effective associate experience that retailers need to consider:

• Elevated Interactions: With easy access to integrated information across channels, including shopping cart, wish lists, orders, loyalty programs and more, store teams can personalize interactions, enhance convenience, and increase loyalty. The research revealed that while 71 percent of retailers equip associates with customer order histories, only 12 percent enable associates to make real-time updates to carts or wish lists.
• Lasting Relationships: According to the research, 59 percent of retailers provide associates with tools for customer outreach, but only 14 percent give them access to real-time data to make instant sales recommendations. The more consumers connect with a brand, the more loyal they become. A store solution that brings together clienteling, communications and tailored promotions is one that delivers more meaningful, lasting experiences.
• Seamless Selling: The key to more sales is convenience. That means every retailer should prioritize streamlining commerce in ways that result in easy, rewarding shopping experiences. Offering limitless product access, omnichannel promotions and flexible payment options allow customers to buy wherever, whenever and however they choose.
• Operational Efficiency: With the explosion of omnichannel fulfillment in stores, the only way to maintain margins is by increasing efficiency. That means technology that improves inventory management, delivers dynamic task management, and optimizes store fulfillment. The research revealed that while 89 percent of retailers provide associates with tools for inventory management, only 34 percent give them real-time tracking and updates of tasks through mobile devices. This is a major gap that needs to be bridged.
• Unified Experiences: For associates to succeed in their many tasks, it’s crucial to provide them with all the tools and capabilities they need through a single interface. It was interesting to see that while 72 percent of retailers provide teams with customizable views and dashboards through a single interface, only 43 percent give associates quick access to product information, inventory levels, order management and more on one platform. From a user-friendly UI to 360-degree store insights to modern mobility, an agile, adaptable retail environment starts with the right technology.

Ultimately, it all starts with the customer. In today’s retail environment, associates are the heartbeat of a brand and are the customer’s guide on their brand journey. To delight consumers, it's important to empower the people who interact with them directly. That means providing teams with comprehensive, intuitive systems that not only streamline their workflow but also enhance their ability to connect and engage with shoppers. Doing so turns every transaction into an opportunity for engagement and every engagement a way to strengthen the bond between brand and consumer. It’s the foundation upon which business is built, revenue is generated, loyalty is strengthened, and success is achieved.

Tony DiPaolo is the vice president of retail solutions at Manhattan Associates, a supply chain and omnichannel commerce solutions provider.