As retail sales continue to shift online, brick-and-mortar retailers are under increasing pressure to leverage their physical presence in order to fight back against digital disruption. This reality arguably makes the store associate one of the most critical assets for smart retailers- a real differentiator in this Amazon-centric world.
Yet as the modern shopping experience has changed dramatically, most retailers have remained frozen like a hare caught in the headlights. The store associate has remained boxed into the traditional role of a one-dimensional order taker, unable to keep up with the information-empowered digital shoppers they now serve.
A recent study conducted across Europe reveals that 25% of European consumers want better-informed store staff who can offer enhanced services such as sharing detailed product information, access to online reviews and real-time stock checks. One fourth of those surveyed also expect sales associates to be equipped with a mobile device.