CONNECTING THE RETAIL WORKFORCE
Meanwhile, to create a more engaging shopper experience, Foot Locker recently released an update to its mobile app that integrates augmented reality (AR) for scavenger hunts. The footwear retailer is leveraging this emerging technology platform to offer customers exclusive content and experiences timed to limited-release product drops.
“Foot Locker has always looked for new ways to elevate the shopping experience for our customers,” noted Frank Bracken, VP and GM of Foot Locker, U.S. “It was a natural evolution to embrace AR, taking our scavenger hunts to the next level.”
Weaving customers and shopper uses together, Nordstrom Local stores do double duty with their mobile devices. In stores, iPads are available so personal stylists can use them during their customer styling appointments, but customers are also welcome to peruse Nordstrom.com on the devices as well. The iPads are kept out on tables for customer, salespeople and personal stylist use.
But just having mobile devices in the store isn’t a simple recipe for success. IHL Group found that three items must be in place for mobile success. Its report “Retail’s Top 5 Challenges When Deploying Mobile” finds retailers need associates to be properly trained on using mobile devices (to not lose eye contact) and be able to use them for side-by-side transactions – solving the customer problem – so the customer can see what the employee is doing. Additionally the mobile solution must not be a replacement, but an enhancement to the sales process.
Employing mobility to connect the retail enterprise is a necessary investment. Getting the right mix of technology to seamlessly fit into the enterprise and provide real value to consumers and employees is the art of winning retailers. There is still time to perfect this recipe and those who do will come out on top.