Digital is a way of life, especially when it comes to shopping. The retail journeys of modern shoppers—even when the sale happens in a brick-and-mortar store—are peppered with digital stops along the way.
Whether discovering a product on Instagram, texting their friends about it, or comparing items in-store, online and mobile interactions are integral to the process.
All this to say that shoppers have largely gone digital. The question is, are your retail teams equipped to meet them there?
When implemented well, digital solutions and data can significantly enhance retail store team performance and drive sales. Here are some of the key outcomes retailers can expect.
The right data and tools empower store associates to better serve customers. Mobile solutions that give teams visibility into inventory levels and purchase histories can instantly turn an uninformed associate into a product and brand expert that customers can trust.
Josh Qian, the COO and Co-Founder of Best Online Cabinets, says digital tools give sales associates a significant leg up.
"In the home improvement and kitchen remodeling industry, where customer expectations are particularly high, the ability to access and leverage data can be a game-changer. Imagine a scenario where a store associate, armed with a tablet or smartphone, can instantly pull up a customer's previous kitchen remodel project, discuss their preferences, and make tailored recommendations for complementary products and services."
He adds, "This level of personalization and expertise can significantly enhance the customer experience and foster stronger brand loyalty."
The best learning initiatives are accessible and easy to participate in. It doesn't matter how helpful your training programs are; if your team can't get their hands on the materials, they won't be effective.
And what better way to make training accessible than to go mobile? Giving employees the ability to access learning and development materials on their phones means they can upskill on the go and continuously improve.
David Zhang, CEO of Kate Backdrop, says, "Incorporating mobile technologies promotes a culture of continuous learning and adaptability among staff. When employees can easily access training materials on their devices, they can stay updated on the latest procedures and products, leading to improved performance and higher job satisfaction. Digital training platforms can provide quizzes and feedback, making learning more interactive and engaging."
IWD's mobile app makes mobile retail training and upskilling a breeze through features that let you provide instructions, launch surveys (Best Templates here), and send store documentation. Upload important content—such as brand and store guidelines—to the IWD app and ensure everyone has easy access.
IWD also encourages teams to learn from their peers. Use the app's "best practices" tab to showcase other stores' activities and inspire employees to adopt successful strategies and techniques.
Digitally-empowered employees can sell better and sell more. For starters, robust digital (and mobile) solutions allow associates to access product and customer data on the floor to make smarter product recommendations that lead to closed sales.
Mixed-basket analysis data can be leveraged for cross-selling and upselling opportunities, increasing the overall transaction value.
"Never before have retailers had more insight into their customers' behaviors and habits; the days of Radio Shack asking for zip code information to track customer concentrations are long behind us," says Kyle Richter, CEO of MartianCraft. "Retailers now use this information to train employees on upselling and cross-selling techniques tailored to customer preferences."
He adds, "For instance, if data shows that customers often buy certain items together, employees can be trained to recommend these combinations or begin stocking these items closer to each other. Businesses like Costco have long learned to place quick purchase items deep in their stores to encourage add-on sales; a $5 chicken turns into a $100 purchase when you walk by enough displays to get there."
Inventory is every retailer's bread and butter, so keeping stock levels on point is vital. While smart product ordering practices can certainly accomplish this, giving associates access to real-time inventory data can also help prevent product availability issues (i.e., too much or not enough inventory).
When teams know which items are over- or understocked, they can take proactive steps to optimize the store's inventory. They can respond effectively by initiating stock transfers or running promotions on specific products.
Letting store employees see what their location has in stock—as well as what other stores have—can also ensure that no sale slips through the cracks due to out-of-stock.
Suppose a customer's preferred color or size isn't available in a specific location. In this instance, the associate can check which stores have it in stock and either ship it to their home store for pickup or send it to the customer directly. Either way, you don't lose the sale.
Nothing kills the brand experience more than inconsistency. When customers experience a different level of service or product presentation than what they've encountered at other stores, the brand perception suffers.
You can prevent this by ensuring your brand guidelines and retail initiatives (promos, merchandising displays, etc.) are implemented consistently across all your stores.
While this task is challenging for large, multi-store retailers, brand consistency is doable with the right digital tools. IWD, for example, enables you to upload planograms and guidelines so in-store teams can easily access and implement them.
Teams can then upload photos of what they're doing in-store so HQ can verify compliance or provide feedback and direction. Whether it's ensuring that displays are set up correctly or that promotional materials are accurately presented, retail teams from both the head office and across stores can use IWD to maintain a unified brand experience.
The line "teamwork makes the dream work" is a cliche, but it rings very true in retail. After all, successful marketing campaigns and merchandising initiatives don't happen in a vacuum.
Team members must work collaboratively to achieve common goals. Now, doing this can be a challenge if everyone is scattered across different departments and locations, which is why a solid communication tool is a must.
One app that does this well is IWD, which has built-in communication features. HQ teams can directly message store managers or associates (and vice versa) to relay important information.
If more people need to be in the conversation, you can start a group chat to ensure everyone stays aligned.
Want to empower your in-store teams? Then, it's time to go digital. Mobile and online tools can improve data visibility, enhance team store performance, and foster stronger customer relationships.
If you haven't done so yet, start equipping your teams with the right digital solutions so you can meet your customers where they' are.
Need help doing this? IWD offers comprehensive features to streamline communication, training, and in-store execution.
Visit IWD Website or watch IWD App amazing features 👇
Follow IWD on Facebook, LinkedIn, and Instagram or subscribe to our newsletter.