Insight: New reports further emphasize the shopper demand for employee tablets.
The 2015 Shopper Experience study just released found that the “single biggest opportunity to increase sales starts with the store associate." As channels blur, the role of labor at the store level becomes one of the key differentiators for stores. But while the 2015 Retail TouchPoints executive survey indicates retailers recognize this, as they are investing in employee training and engagement and product merchandising over previous years, less than 50% say they have armed associates with mobile technology.
While 20% more say they plan to add employee mobile in the near future, 31% say they have no plans. Why not?
According to those who have, 66% have seen measured increases in customer satisfaction, 64% improved employee morale, 64% increased up-sells and cross-sells and 39% increased average sale prices. Most commonly, employees are using tablets to access product information and availability details, but also can leverage assisted selling content, mobile payment and online ordering for out-of-stock products – all leading to improved conversion and “showrooming” avoidance.
The ability for store associates to price match on the spot is now the top pick for shoppers at 44%, an important way to keep shoppers from leaving and buying at another store, which happens based on price 90% of the time.
Vision: If you aren’t actively deploying tablets to your workforce, do it now – and protect those assets.
The benefits seem to far outweigh any costs, delivering return on investment quickly and in multiple ways. A phased approach can enable businesses to reap rewards immediately while more complex integrations are developed. That’s because employees can capture shopper behavior and feedback data with a human element to discern and analyze emotion and motivations on the spot in ways cameras, software and other automated data just can’t.
Projections from several sources believe retailers will finally grasp the opportunity of employee tablets in the coming years, but technology leaders continue to cite connectivity and complexity as key barriers. A report from RSR Research indicates less than 50% of store locations still do not have wireless Internet available on the selling floor. Only 17% have introduced mobile POS.
DCI-Artform would add to this list security and user management. Unfortunately, more than one-third of retail theft is committed by employees. After hurdling the challenges of strategy, development, deployment and training, retailers don’t want to see their investment thwarted when the tablets disappear.
There is a solution for that problem. Our TabLatch product is the only enterprise tablet security system that logs and tracks users in such a way that not only prevents theft by associates, but contributes valuable data on employee use and contributions to the sales process.
We can help you overcome all barriers and develop content and context for your employee tablet programs in order to deliver on the needs of your shoppers, business and brand.
Retail Science Summary
Shoppers – Realize the benefits of immediate gratification and enhanced service at stores
Retailers – Don’t let competitors and other channels steal your shoppers
Brands – Grasp the opportunity of physical retail within your omnichannel approach
Barriers to Purchase – No price match, no assisted sell, no enhanced service, no shoppers