Retail platforms create a holistic version of a shopper's history to aid sales associates in delivering customized service.

Improving face-to-face shopping experiences is as much a part of the future of retail as the latest mobile application or all-knowing web portal. With in-store retail experiences not going away any time soon, it begs the question: how do retailers take the database of knowledge that they have about their customers and put that information right in the hands of sales associates, the very individuals on the front lines of customer service?

In our fourth Future of Retail report, PSFK Labs has identified the trend of Connected Relationship Management, where sales assistants and, more broadly, retailers, are using shared access to customer information to bridge the gap between sales staff and shoppers and help build long-term relationships. The syncing of profiles and preferences across channels has created a more holistic picture of a shopper’s entire history. When accessed alongside in-store technologies like tablets or kiosks, these connected experiences allow shoppers and sales associates to have more informed interactions at every stage of a sale. This personalized level of service and engagement not only delivers value in the moment, but also presents opportunities to add to this knowledge base, building better relationships over time. Read below to see the how this trend is manifesting within the marketplace.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in