Not surprisingly, many sales associates feel outwitted by today’s savvy shoppers. Recent research from Google spotlights this trend: 8 in 10 smartphone shoppers use mobile in-store to help with shopping, according to the April 2013 report, titled: Mobile In-Store Research: How in-store shoppers are using mobile devices.
The good news is that frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping, Google reported. This helps to solidify the business case for arming sales associates with mobile devices and interactive digital signage. Digital media technology tools can provide store associates with all the information they need about an organization’s products and services in order to add value to a customer’s experience and influence the purchase, as well as up-sell and cross-sell.
Interactive devices such as touch screens can place valuable information at sales associates’ fingertips, enabling them to access enhanced information, perform a deeper dive into a product’s specifications and help tell a more compelling brand story. The Google report noted: “Offering expert service from salespeople or interactive product demos can help distinguish your store experience from online shopping.”
Once responsible for simply ringing up a sale, today’s sales associates have the opportunity to tap into valuable marketing data and real-time product information resources to offer consumers the most up-to-date and accurate information available. With real-time data and content from the retailer’s digital media systems, sales associates can communicate information that may not be gleaned from a consumer digital device such as a smartphone or tablet PC.
Better yet, interactive devices, coupled with the right software platforms, can serve as powerful ordering tools, enabling sales associates to access important inventory information or place an order in real-time, thereby transforming the sales floor into a powerful revenue generator. By doing so, sales associates are helping consumers look beyond the shelves of a brick-and-mortar location while at the same time taking a more active role in guiding consumers through the shopping journey.