Another holiday season has passed, when once again retailers unintentionally pitted shoppers against each other in grueling competition.

A simple objective such as collecting a gift on layaway would be easy if we could get the attention of the knowledgeable red-shirted sales clerk. But if the person next to us gets to them first, you’re doomed to deal with the know-nothing blue-shirted holiday temp.

This type of experience can destroy the relationships brands spend the rest of the year building. As a result, today’s retail powerhouses are now taking strides to improve the brick-and-mortar customer experience through the wide-scale deployment of in-store mobile devices.

Retailers, including Burberry and LL Bean, are already delivering convenience, personalization, and efficiency through clienteling systems. This means sales associates have customer profiles at their fingertips, in real-time, on iPads and other smart devices.

Salesforce developers are pioneering these clienteling solutions, which can be delivered as either Salesforce1 Mobile App customizations or through bespoke native enterprise apps. 

Here are five such tools at the edge of this development, now available to innovative retailers everywhere:

1. Product Recommendation Engines

This tool estimates a customer’s preference for different items in the current season. It also guides sales associate recommendations by analyzing a customer’s online and in-store purchase history, browsing habits, and wish lists.

2. Product Catalog and Real-Time Inventory

Associates can use this functionality to help clients review products not sold in-store and see real-time availability information. This is one way retailers can help ensure they never lose a sale, even if a product is out of stock on location.

3. Private Personal Shopper 

Offering a hyper-personal, one-on-one communication between clients and associates, both in and outside of a brick-and-mortar store, furthers the feel of a VIP shopping experience.

4. Appointment Scheduling

Much like Apple’s Genius Bar appointment, retail clients can book their preferred sales staff in advance. Using iBeacon technology, associates are then alerted when clients arrive for a pre-booked consultation and can welcome them with customized service.

5. Look Builder

Clients can use this tool to build looks by combining previously purchased merchandise with items currently sold in-store. This feature reinforces brand loyalty and can help to reduce the amount of product returns, improving the retailer’s bottom line.


About the Author:

Steve Orell is Head of Operations at Proximity Insight, whose focus is the integrating CRM with connected technologies. An expert in retail, Steve spent over five years involved in the development of flagship centers for Westfield, the world’s largest shopping mall owner. Steve is a Duke MBA and Chartered Accountant, with bachelor’s degrees in math, computer science, and finance. You can follow Proximity Insight on Twitter.

 

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