for each store, delivered on the fly.
By providing associates with the tools they need to meet custom-
ers’ needs, retailers increase employee satisfaction and, in all likeli-
hood, reduce turnover rates—another bottom-line benefit.
Click here to see a video interview
with BILL MARTIN of ShopperTrak
Store Device Purchase Plans on the Rise
conversion rates, can determine each store’s power hours—the times
There are strong indications that retailers recognize the value of when the store will contain a high percentage of high-value customers.
engagement-enhancing solutions. More than half (56%) of retailers
During power hours, “We encourage the retailers to make sure
responding to the 2011 RIS/IHL Group Store Systems Study say everyone in the store is in a customer-facing position that allows
they are planning to purchase tablets or handhelds for store person- them to give customers high-quality service,” said Shopper Trak co-
nel (managers and associates) within the next two years.
founder Bill Martin. “They can leave tasks for other times when the
At an NRF Big Show presentation, executives from Macy’s, Food store is not as rich with shoppers. The net result is that the retailer
Lion and Tesco noted the importance of making WiFi available in has an opportunity to improve their conversion rate.”
stores. Tesco is in the process of deploying WiFi in its stores, and
Retailer’s efforts to engage employees often intersect with, and
Nordstrom has already done so.
build on, their customer engagement efforts. In fact, true customer
In some cases, information itself is an engagement tool. Shop- engagement is probably not possible without at least some level of
perTrak, which uses traffic-counting technology to measure in-store employee engagement. •