Marge Laney

The Shopping Experience Gets a Tech-Up

August 27, 2010

FROM RETAILWIRE:
Consumers don't like shopping in stores as much as they once did and that's a problem for retailers with most of their dollars invested in brick and mortar outlets. What do you think are the biggest factors leading to consumers' unhappiness shopping in stores?      [more...]

The trouble with brick and mortar retail today is that little is done to enhance the personal connections people want to experience. Technology that simply delivers an uncomfortable internet experience begs the question; why make the trip? In-store technology should amplify the personal service experience by leveraging the associate's time and knowledge. Technology investments not linked to this strategy are doomed to failure. Therefore, the question is never "what is the best technology?" but, rather, "what is the best technology to create personal connections with our customers?"

Technology allows big companies the ability to "act small." Acting small facilitates personalized service. Combining the powers of technology and personal service is superior to emphasizing one over the other. Although technology provides more consistency and accuracy than the most conscientious and skilled associates, it is not nearly the quality service weapon of technology and personal service combined.

Sales associates can add warmth, sensitivity, advice, and a smile to the service. They can lead the customer through technology-based steps in the service process and then close the loop on the transaction--personally!

The real challenge of customer service automaton is the execution of a standardized and measurable automated customer service strategy. Putting touch screens and buttons all around a store is not good enough. The customer needs to understand why the technology is there, what will happen when they use it, and trust that they will always receive service as advertised! The associates need to understand that the technology is a tool for them to service their customers, that they need to help their customers use the systems, and how they are supposed to do that within the context of their other duties.

Advanced technologies are not always the answer, and even when they are they need to be effectively combined with basic technologies. Advanced technologies can be intoxicating with their incredible new applications. It is easy to get caught up in the hype of advanced technology and lose sight of the fact that service providers and customers use basic technology most of the time. Retailers need to understand the experience their customers are looking for and develop a strategy that delivers with technology tools that help make it happen.