The digital age has impacted the way we shop, but the retail-to-customer interaction remains the same.
Online Experience Mirrors In-Store
For example, a consumer is shopping in a local shop; they may browse and compare items, with or without interaction from the salesperson. Now, imagine a consumer is online and browsing, comparing items in much the same way. Today, online is no longer a solo experience. More and more retailers understand how critical it is to answer consumer questions and have instituted 24/7 chat to do so.
In-Store Should Mirror Online
Department stores present a unique challenge; they are often equipped with many complex legacy systems. The integration challenge associated with connecting the many pieces of supply chain, customer loyalty, and online experiences can prove overwhelming.
A legacy system that must call a database to grab information while a customer waits in-store does not provide a high quality customer service experience. Consumers expect that when they speak with a sales associate in-store or online, important information will be available at a moment’s notice, including loyalty, preferences, buying history, and preferred channels of communication.
Using technology to elevate the customer experience in retail is critical. Sometimes little changes, such as ensuring employees are able to easily and quickly communicate with each other and with systems, make a huge difference in better serving customers both in store and online.
Explore our Integration Maturity Model to connect your employees today.
