Right technology for staff needed to drive sales revenue

Integration between online and offline experiences will only grow stronger in the coming years.

Mobile point-of-service systems and digital integration in retail drive sales and optimise customer experiences, hence the need to equip employees with the right technology.

Marco Lim, Commercial Director APAC at Cegid, said that retailers should provide their staff with appropriate mobile technology to aid in delivering a seamless omnichannel experience.

“That, for example, allows them to check the customer record, which is history preferences in order to really offer a tailored customer experience at the store, but also drive revenue through upsells and cross sells,” he said.

According to Lim, a seamless omnichannel experience is not just about meeting the customer where they are, but also about delivering a frictionless experience.

He noted that balancing various priorities, such as budget and resources, is crucial. “Retailers should focus on turning the point of sale into a mobile point of service. Equipping staff with the right mobile technology allows for a tailored customer experience at the store, which drives revenue through upsells and cross-sells,” Lim elaborated.

The importance of mobile POS is backed by a study Lim cited, which shows a 77% growth rate in sales for staff equipped with mobile POS compared to those without. This tangible impact on the bottom line is significant for retailers considering digital enhancements.

“So on one hand, the retail industry is difficult in the sense that consumers can be tricky or difficult to weather the unpredictable which can impact sales, and supply chain issues can also lead to shortages,” he said.

Lim observed that the role of stores and staff has become more complex and multifaceted as there are expectations for stores to serve as fulfillment hubs and for associates to act as brand ambassadors adds to the complexity.

Lim believed that the interaction between online and offline will only strengthen in the coming years. “The integration with e-commerce websites, marketplaces, and even TV partners in China is crucial. We are excited about the growth of conversational commerce and how consumers buy on platforms like WhatsApp, Kakao, or WeChat Mini Programs,” he added.

He mentioned that Cegid is actively forming partnerships in Asia to help retailers tap into this potential by linking POS with various applications to unlock new revenue streams and offer more omnichannel scenarios.

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