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Digital tools can help retailers decode the customer behavior at their stores

Digital Sales Assistant provides an ultimate digital lever for any retailer to increase sales conversion efficiency, resulting in a heightened customer experience and a greater wallet share for the retailer

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Dhiman Ray e

Dhiman Ray

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In the retail world, a sale happens when a right consumer meets the right product at the right time. Theoretically it is the same anywhere, but in digital retail space, there are two key components of a sale conversion journey-

  • Customer navigation
  • Digitally assisted sales

While these are critical pillars independently, the real efficiency unfolds when they operate seamlessly in an extremely orchestrated manner.

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Intelligent in-store navigation powered Digital Sales Assistant embeds both of these elements to provide an ultimate digital lever for any retailer to increase sales conversion efficiency, resulting in a heightened customer experience and a greater wallet share for the retailer.

Navigating customers into the store:

With the help of proximity servers called as beacons and mobile apps, retailers can recognize a customer even when he/ she is a few steps away from the store. From that time onwards, driving the customer into the store through personalized recommendations, knowing their navigation within the store aisles and relaying this to a closes sales associate- all this happens in the background, on a near real-time basis. Based on the customer behavior pattern, the sales associate can close or save the sale.

Digitally assisted sales:

Once an appropriate sales advisor gets alerted by any of the above events or alerts generated, the advisor, who not only knows the customer but also his /her recent behavior and navigation within the store, can take the following steps to win the customer confidence and convert it into sales.

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-Establish an emotional connection with the customer helps to promote cross sale and up-sale.

-Proactive engagement with the customer based on previous cross-channel interactions and transactions, and take the necessary in-the moment decision to save a sale.

-Enable personalized product recommendation, which can cater to both direct and complimentary products.

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-Enable personalized offers or discounts, in-the-moment, taking into account competitive landscape, customer’s loyalty and recency.

In summary, in-store sales associates are enabled with a single touch digital interface backed by an intelligent platform to manage, or save, or close the entire sales cycle within a store, including customer service and fulfillment at times.

It also influences inter-associate collaboration for a smarter customer service as well as providing more business opportunities for harvesting key customer navigation and interaction elements.

Needless to say, apart from the immediately heightened customer experience and sales conversion, there are other limitless peripheral benefits like tracking the customer campaign efficiency, optimizing product positioning and shelf planning, brand affinity score, retail consumer behavior with segmented targeting, etc. to name a few.

The author is General Manager & Global Business Head - Digital Business at Happiest Minds

digital retail experts