There has been a drive over the last few years to equip store colleagues with tablets of similar to help drive selling across channels. It seemed to be the fashion to see tablets strapped to a colleagues hand or slung over their should on a strap. It doesn’t always work as envisioned and during my travels (I visit a lot of stores for work and for fun) and have so far seen:
- Numerous tablets in the back of the house that are broken or not charged up
- Tablets that don’t hold their charge and become useless
- Corporate videos showing on a tablet placed on a fixture at the front of a store – and they need a person next to it to prevent theft of the tablet
- Tech that can’t connect to the store wifi
- And once on a store visit I asked where the store tablet was to be told it had been sold!!
The one thing I rarely see is it actually being used with a Customer!! So why is this significant initial and ongoing investment a challenge to get right? I think it is a combination of the below:
- At their worst, the introduction of tablets was a knee-jerk response to a desire to create multi-channel integration without considering how it fits with the brand service proposition and customer journey
- Colleagues may have been trained on the physical devices but not the softer skills of how to engage customers who cannot find the product/s they want and how to offer access to inventory to reduce lost sales
- Are colleagues motivated to sell via the tablet if the sales are not attributed to their store sales or bonus? What is the incentive at a local level?
- Complex sales journeys can benefit from the use of technology, making it easier for both colleagues and customer. But just wedging in a tablet can just add to the complexity
- Additional functionality is added to the tablets to make them more efficient that can end up taking colleagues away from customers e.g. stock counting, planograms, audits. Or tablets can be locked down so tightly that they are not useful
- BYOD – On a recent trip to New York it was apparent that they had skipped tablets and let colleague use their own devices to help the customer. Although this brings different issues it seemed widely used across many retailers and was very visible in action. sometimes a colleague has more powerful tech in their own phone than company devices
- Lack of ongoing support or budget from IT for damaged/out of date tablets
- Tablets not linked to payment. Tablets can be a great mobile point of sale for non-cash transactions to efficiently bust queues during peak trade without the need to maintain more checkouts if set up to do so
All in not lost. We worked with a retailer recently who use tablets very effectively to bring their widest inventory to customers buying in a category with lots of potential add-ons and colourways. Beyond what you see when you watch their colleagues interacting with an individual customer, our efficiency benchmark showed they spend a higher proportion of their time with customers than any other brand we have ever studied. Proof that it is possible to reduce workload by slimming down in-store inventory and reinvest that time into sales led customer-facing activity.
If you want to learn how ReThink can help you understand how much time store colleagues are spending with customers with and without tablets and what is getting in the way of service time, contact me at firstname.lastname@example.org