How should stores balance technology investments that enable associates versus those that enable shoppers? Do you expect the associate’s role to diminish as shoppers increasingly become channel agnostic, self-reliant and oriented to technology?
Interactive Edge’s CEO, Zel Bianco comments:
Technology is there to be used, but how many times have you been disappointed because you simply could not find the information you were looking for? A knowledgeable associate should always be available for a shopper to ask for help. One without the other can be extremely frustrating. Those that think that technology can replace helpful associates will miss them once they are gone. Shoppers do want to be left alone until they are ready to ask questions or need help. Associates at some retailers tend to approach shoppers too early.
Read the whole article from RetailWire: