Wireless Web Devices Enable Sales Associates at REI
Recreational Equipment Inc. (REI) is testing the use of web-enabled wireless devices in its retail stores to give sales associates faster access to product information at REI.com, according to Dennis Madsen, president and CEO of REI.
“We’re just scratching the surface of what this technology can do to be more efficient and effective in taking care of customers,” he says. “With the miniaturization that technology is going through, there is a huge opening for retailers to really expand the information, content and knowledge in all sales channels.” REI has been using its web site as an adjunct sales tool in its stores since 1999 when it began equipping stores with web-enable kiosks, reports Internet Retailer, adding that, today, all 61 stores contain two or more kiosks.
Moderator Comment: How will technology alter the role
of store associates? What effect will this have on the relationship between
associates and shoppers? [George
Anderson – Moderator]