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Posted by Adam Silverman on December 8, 2013
As we ramp up our coverage of the digital store, we recently researched the role of retail sales associates to understand their impact in the age of the customer. There’s no doubt that technology has dramatically impacted the way in which consumers discover, explore, buy, and engage with brands, products, and services. However, the impact of technology on sales associates is unclear, as is the degree to which the role of the sales associate needs to evolve to leverage these new capabilities.
In the new report A New Generation Of Clienteling, we tackle the role of sales associates and their use of technology in the digital store. In the report, we note a number of trends, including the following:
There are many roadblocks still in the way of enabling a digitally enabled sales associate. Product and customer data often isn’t visible across the enterprise, legacy systems are hard-wired and cannot incorporate new capabilities without significant upgrades, and a lack of associate training means execution is challenging and in some cases unsuccessful. We are still early in our digital store transformation, and we expect a steady stream of innovation to occur in regards to the digital store and the sales associate. For now, please read A New Generation Of Clienteling and let me know your thoughts. I’d be happy to continue the conversation in the comments below; clients should also feel free to schedule an inquiry.