Hi-Tech Human Touch: Technology and Customer Experience Insights

We all know the feeling. Frustrated customers struggling to find a product, long lines at checkout, and associates swamped with tasks that leave little time to focus on customers.

In today’s competitive retail landscape, using technology for a seamless customer experience is more than just a nicety – it’s the key to building brand loyalty and driving sales.

Much emphasis is placed on store design, layout, and how customers experience the brand and the physical space, especially with their devices.

But what about the store associates and sales representatives who play a huge role in that experience?

Fundamentally, associates and customers are there for the same reason: exchanging money for a product or service.

Everything the retailer does should be aligned with this goal, especially considering that 80% of all retail sales still happen in stores.

However, recent research by Scandit and Coleman Parks has revealed that something is getting in the way.

The devices associates use.

The report titled ‘Frontline Retail Revealed: Tech Pains and Gains’ gathered the views of 2,000 global store associates and offers valuable insights the critical factor in customer experience.

Frontline Retail Revealed: Tech Pains and Gains

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The crucial link between store associate technology and customer experience

Store associates use scanning devices that help them with daily tasks, usually smartphones or dedicated mobile scanners. Their purpose is to enable them to digitally interact with physical products by scanning barcodes and empower them during assisted selling interactions.

Here’s what the data tells us about how their technology and customer experience are connected:

Tech troubles hinder performance

A whopping 39% of associates reported their current devices hinder or offer no positive impact on their ability to offer better customer experiences.

A lack of information frustrates associates

Performance is hindered by a lack of information. Store associates said their top 3 biggest frustrations during customer interactions were leaving the customer waiting, being unable to answer questions, and having poor access to information.

Low productivity leaves less time for customers

2 in 10 associates reported their devices unhelpful when performing daily store operations tasks such as order picking and inventory counting. This leaves less time to focus on customers and provide the experience they desire.

These are quite damning statistics. The sole purpose of store associate technology is to improve productivity and the quality of responses to customer queries.

If their tools aren’t helping in these scenarios, then a fundamental issue is at play.

To further compound the implications of poor productivity and customer experience, if associates see little value in their tools, this could lead to low adoption rates.

Associates default to error-prone, manual data entry and capture methods that have repercussions across the business if devices aren’t used. For example, an incorrect inventory count that leads to a stockout results in a poor customer experience for anyone looking to buy that item.

Addressing the technology and customer experience gap

So, what does this mean for retailers?

Your associates are asking for more regarding the devices they use. The gap between expectation and experience needs to be closed so they have the tools to provide the level of assistance customers expect with omnichannel retail.

Retailers are heavy investors in technology.

But continual investment in the latest and greatest devices isn’t a sustainable option.

Solutions are needed that balance cost and innovation. Solutions that accelerate the performance of existing devices and empower store associates to perform daily tasks.

Powered by the right technology, imagine associates who are:

• Frustration-free: No more confusing interfaces, scanning the wrong barcode, or struggling to capture data in poor light or on tricky labels. Their tools work seamlessly, allowing them to focus on what matters – the customer.
• Efficiency experts: Tedious tasks become automated and completed in a fraction of the time compared to manual work. Freeing up valuable customer interaction and problem-solving time.
• Customer champions: Armed with real-time data and intuitive tools, they can confidently answer questions, recommend products, and ensure a smooth order collection and checkout experience.

If you are reading this, then you are on the right track to finding some answers.

Head to the full report to see all the data and valuable insights our expert retail team offers. Understand the expectation and experience gap associates feel and where technology and customer experience converge.

Investing in the right technology isn’t just about efficiency—it’s about investing in your associates and customers. Empowered associates are the secret weapon for creating an exceptional experience that helps to win, serve, and retain customers.