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Why people are key to digital transformation in retail


21 December 2016

Global Services

Blogs by author: Global Services, We’re a leading global business communications provider


When you think of digital transformation in retail, the first thing that comes to mind is technology. But people play just as important a part. Here’s why.

People power.

Here’s a worrying statistic: today, seven out of ten shoppers say they know more than the store assistant when they raise a query. This, however, isn’t really a surprise, considering how easy it is for consumers to research their purchases online before they set foot in the store (or even while they’re in the store).

But, far from making sales associates redundant, this actually offers an opportunity for in-store teams to give a better service to customers.


By equipping sales associates with the relevant technology, retailers can make them a much more valuable asset to customers. Mobile devices, such as tablets for example, can provide sales associates with information about inventory, customer history, access to reviews and social media. With this information, sales associates will be at least as well informed as (if not better than) the customer they’re serving.

Research shows that, digitally enabled sales assistants are a powerful tool for retailers. They prompt a third of consumers to want more information and demonstrations. And 85 per cent of people buy more when helped by a knowledgeable sales assistant. It’s a simple step for retailers to take, but one that brings solid returns.

Discover more about how digital technology is transforming retail, with our collection of infographics. See the second in the series, below, to find out how to mobilise your digital sales associates.

And for even more insight into the minds of your customers, read our autonomous customer and omni-channel research.

To find out more about how you can overcome today’s digital retail challenges, have a chat to our experts at the NRF 2017, Retail’s Big Show, from 15 to 17 January 2017. They’ll be in booth 3181 on level three.