Gartner Research

How Retail CIOs Can Increase Revenue by Improving Associate and Customer Engagement

Published: 16 March 2015

ID: G00272808

Analyst(s): Kelsie Marian

Summary

Store associates increasingly need to receive and process information in real time. This research explores how customer-led processes, new applications and tools empower associates in the digital workplace to improve the multichannel customer experience and increase revenue.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Lack of information accessibility and the right tools are increasingly making it difficult for store associates to meet the basic expectations of customers
  • Optimizing store schedules through automation and associate collaboration is a key differentiator in employee engagement and directly impacts the customer experience
  • Providing real-time customer information tools will become the norm to empower associates to execute with the transparency and relevance customers desire when shopping
    • Unpredictable situations will continue to be a normal part of conducting business. However, the ability to minimize their negative effects will increasingly become a competitive advantage for retailers. For example, late truck arrivals or severe weather has the potential to significantly impact what happens in the retail store on a particular day, or longer. To empower employees in the digital workforce, retailers must be able to provide actionable information in real time. The connection between agility and empowerment of employees has a direct effect on the customer experience.

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