Role of a store associate in an omnichannel world

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I continue to write about this topic which is a huge part of any orgs. digital strategy & process management. 
No level of technology will really help if the omnichannel strategy for a company does not pay attention to the store associates and their enablement in the digital world.
Here is my view on what a new age customer does, where do they need interaction & how could store associate really make a difference.



A new age customer will:
  1. Not be unnecessary circling the stores.
  2. Will know what he/she wants and most probably checked everything before walking into the store.
  3. Will like to reserve their item [BOPIS] for a hassle-free scenario
  4. Otherwise, Will definitely check the availability of an item in the store before coming in
  5. Will use self-checkout
  6. Will use mobile payment options

However, there are going to fewer of the scenarios, where he/she will reach out to a store associate. This will not be an ordinary scenario. 

This scenario will usually mean:
  1. They can't find what they were looking for -either product information, either product placement.
  2. The tools provided by you have been inadequate[apps/website] to complete their cycle of exploration/purchase
  3. There is a certain degree of stickiness to the brand or convenience factor, which is why the client is checking on the store associate.

This is where a well-enabled store associate with the right tools, can enhance the customer experience and contribute to revenue conversion for the brand.

  • being able to locate an item, if it's in back-store
  • being able to help locate an item if they have been moved to the store
  • being able to still take the order and place it online for the customer.
  • being able to locate if the item is available in a different store nearby.
  • being savvy about the product- I expect this in high-end retail, or categories like electronics and luxury segment, where the store associate turns into an advisor of sorts and is expected to have the knowledge as well.

What do you think!

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