Unlocking Retail Success: Utilizing Modern Communication Tools to Empower

The holiday season is here, and retailer leaders have much on their to-do lists, from hiring extra staff to managing suppliers. Preparing and managing for this shopping surge is complex and time consuming.

Modern hybrid unified communications (UC) technology is uniquely positioned to help address the challenges retail managers and their employees face, especially during the hectic period from Black Friday through the holidays. Beyond simply providing telephony, a modernized approach to UC helps propel a digital transformation that optimizes investments, takes advantage of time-saving integrations, and better supports employees across locations — ultimately empowering them to deliver an elevated customer experience.

New data from Mitel and Techaisle support this. Over half (52 percent) of retail or wholesale organizations we spoke with said improving customer engagement was the main driver for upgrading their communications solution (June 2024 global survey of 1,954 organizations conducted by Mitel and Techaisle). That means most retailers already see the value of investing in employee communication to drive customer engagement, and those not prioritizing it risk being left behind.

Here's what retailers need to know to harness the power of UC to meet business and employee needs and provide better customer service.

Flexible and Seamless Collaboration Solutions

In an omnichannel world, retail organizations often have staff with distinct communications needs in multiple locations. In the past, this meant different employees on different platforms and devices, frequently leading to unnecessary delays and frustrations for customers.

Today's UC solutions prioritize flexibility and seamless connections. Supported by next-generation technology and advanced multimodal devices, they improve efficiency, enable retail workers to stay connected with colleagues, and empower them to perform their jobs successfully and safely. Effective communication is essential, whether coordinating with a team member about stock levels by phone, tracking an order through SMS, or informing staff about shift changes via chat.

This flexibility also extends to deployment models. The number of devices and users can be quickly expanded to meet the needs of increased seasonal staff and then quickly right-sized during slower periods, ultimately allowing the retailer to benefit from communication tools that fully meet their needs cost effectively.

The Power of Integrations

Modern UC solutions are designed to be the backbone of retailers' tech stacks. They integrate with vital retail customer data systems to provide a quick and accurate view of customers' needs. For example, with CRM integration, store and supply managers can work seamlessly from the same data to see different customers' purchase patterns. This allows them to proactively retarget customers with promotions or complementary goods.

This information also helps staff in-store by ensuring easy access to historical customer information, allowing them to provide service quickly and efficiently. Store managers can use it to anticipate demand for certain goods and additional staff during peak holiday hours.

In today's digital-first marketplace, customers want a fast, unified, personalized shopping experience. Leveraging integrated technology enhances staff support and ensures employees can better assist customers throughout the shopping journey.

Moving From AI Hype to AI With Purpose

Retail is just one of many industries adapting to artificial intelligence and its implications for the customer experience. Navigating the hype can sometimes feel overwhelming, but AI can deliver real benefits if deployed purposefully.

During the holiday season, shoppers' needs become even more pronounced — whether ordering online, returning items in-store, or seeking store hours. AI-augmented solutions, including chatbots and voice assistants, can help ease customer service inquiries. These powerful solutions can quickly assist customers with basic questions or tasks, giving staff time to complete more complex matters.

For retailers with contact centers, generative AI agent assistants can be equally as helpful at quickly resolving customer questions and ensuring they get the best guidance. AI can also be integrated into call recording systems to analyze customer interactions, providing valuable insights from various metrics, including caller sentiment, call categorization, and compliance. When combined into dashboards, it can be integrated into agent training to ensure consistent customer service.

Focus on Durability and Resiliency

Whether in the back office or in-store, today’s retail employees need access to durable communication tools designed for their unique and dynamic workplace. While augmenting legacy platforms with mobile phones can seem like an easy option, they have limitations in demanding environments such as shopping malls and warehouses. That’s why retailers should look to integrated multimodal communication devices, like wireless handsets, built with security and reliability in mind.

Resilient technology also plays an important role in providing a safe and secure workplace. A recent survey showed that 80 percent of retail workers felt unsafe while on the job. Next-generation wireless handsets offer built-in emergency alert systems that provide secure and real-time updates to all staff during critical incidents. Geo-fencing technology can also offer location-based alerts, and worker-down or no-movements alerts can provide essential coverage for staff members working alone or in back offices or warehouses.

Finding the Right Partner

There are many factors to consider when modernizing your communications solutions, and there's no one-size-fits-all approach. That’s why retailers must choose the right communications partner that understands their workforce’s needs, especially during busy seasons like the holidays. For those seeking a provider, look for one that helps design and deliver outcome-focused solutions and brings experience with frontline retail workers, as it will best understand challenges and identify areas of improvement.

Better employee communication directly impacts customer engagement. Equipping retailer workers with the right communications tools empowers them to deliver the best customer experience possible.

Jonathan Buckle is senior vice president, Americas at Mitel, a global leader in business communications.