[Preview#5] How to EFFICIENTLY/EFFECTIVELY employ (Mobile) tech in Retail…

RetailIn my latest Preview I talked about How to NOT employ (Mobile) tech in Retail… …and, as a side-effect, a couple of false myths were gracefully debunked.

Let’s now talk about how retailers can otherwise efficiently and effectively leverage Mobile tech – specifically in-store – to get tangible business results (…and be happy!).

Pay attention, dear Retailers: when I think of effective/efficient retail Mobile tech, it’s not the shopper’s smartphone with your branded Apps on, but a cutting-edge Mobile POS solution in the hands of your store-associates.

I’m talking about replacing the traditional desk-bound POS stations with retailer-grade Mobile POS solutions (fully integrated with the IT back-end) based on tablets or smartphones; the final goal is to enhance the shopping-experience with personalized interactions on the shop-floor, during the most important phases of the shopping process – and there is even more…

Using Mobile POS solutions, store-associates are able to have an in-store “anytime, anywhere“ full view of:

  • the shopper and her purchase history, habits, personal info, …
  • products, prices, promotions, sales data, real-time inventory levels, …
  • other valuable, always up-to-date info, for example work schedules, alerts, training & HR related material, …

The store-associate is so able to relate with the shopper in a personal and informed way, and is empowered to provide helpful advice and significant product recommendations – this is what I call a rich, consultative sales approach; all of this occurs on the shop-floor, where and when the buying decision is made – not afterwards at the checkout desk, when it is too late…

Let me rephrase it, dear Retailers: combining different information from various enterprise data sources, such as customer personal data and shopping-histories contained in loyalty programs – and offering it to store-associates in simple, accessible and actionable formats – allows to deliver improved one-to-one experiences for store shoppers.

Think omni-channel: thanks to Mobile tech, multiple fulfillment channels can be all at the fingertip of the store staff; for example, if the needed size or color of a product is not available in-store, the store-associate can:

  • look on her Mobile POS device to find another store nearby where the customer can go and pick up the desired product right away, in the proper size or color


  • enter on her Mobile POS device the shopper’s address and have the desired product shipped from a central warehouse

Take note: Mobile technology solutions that offer access to all aspects of order-management and fulfillment have the potential to both improve effectiveness (customer service KPIs) and efficiency (cost-reductions) – yes, I’m talking about more performing operations.

A Mobile POS solution has another big advantage: it allows to complete the purchase (payment, etc.) straight-away on the shop-floor: customers – always pressed for time – value the convenience of Mobile checkout because it gets them on their way sooner – no more annoying queues…

What’s the overall outcome?

The shopper feels unique and valued, loyalty is improved and bottom-line numbers get better, much better.

In my next Preview I’ll discuss a clear-cut Use-case describing how to employ a Mobile POS solution in-store; as a bonus, I’ll show how and why the traditional shopping-process is probably flawed…! Don’t miss it…

Andy Cavallini – andy.cavallini@gaia-matrix.comhttp://www.gaia-matrix.com

PS: dear Retailers, in this Post I am sharing the fifth preview of my new white-paper titled “The importance of brick-and-mortar stores in an omnichannel world” that you will be able to download on my blogsite http://www.gaia-matrix.com very soon.

[…just to be crystal-clear: it’s a white-paper, it’s free, I’m not selling anything…]



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