Customer Service and Improving Associate Productivity Should be Retail’s Top Priority for Mobility
When developing a mobile strategy for stores, retailers should make customers the number one priority. And part of improving customer service is streamlining how store associates deal with intra-day disruptions so they can remain focused on the customer.
I have recently had conversations with retailers who indicated they are developing their mobility strategy for their stores. For those in the early stage, strategy development has often entailed answering questions such as tablet or phone, check out company-provided device or BYOD (Bring Your Own Device), IOS or Android, and so on. The next set of questions revolves around which of the 40 or 50 applications supporting their stores should be exposed via a mobile interface. This leads to visions of store associates on the store sales floor with their eyes glued to devices as they switch among applications and dashboards.
A more effective way to explore a mobile strategy would be to start with the end user, the Store Associate, in mind. The first question should be “What is the optimal user interface to provide our store associates so that they can best serve our customers?” This single screen should capture prioritized exceptions and alerts that require action from all of those disparate store-facing applications. Ideally, this interface would not only identify exceptions that require action, but would tell the associate exactly what to do based on the individual retailer’s best practices. And all of this would be done without ever having to switch among applications or dashboards.
This revolutionary solution exists today. Reflexis StorePulse® is a real-time retail execution system that provides all of these capabilities. Taking feeds from various store systems, devices, or external sources and utilizing a powerful rules engine to drive enterprise best practices, Reflexis StorePulse turns Store Associates into Digital Store Associates equipped with the technology to efficiently address surprise disruptions and alerts (e.g., stock-outs, employee sick callouts, truck deliveries, recalls, customer traffic surges, and more) while optimizing customer service.
For more information, go to http://reflexisnew.wpengine.com/solutions/storepulse
Brett Friedman is the Senior Vice President of Global Sales and Marketing for Reflexis Systems, Inc.