Retailers risk losing talent to competitors, as 72 percent of associates are more likely to stay with a retailer if given the right tools and technology
CHICAGO, IL--(Marketwired - Jun 5, 2017) - At IRCE, Salesfloor will release The 2017 Retail Associate Technology Study. The study explores the connection between retail associates and the technology they use in stores to serve customers.
According to the study, one in four associates said they are not properly equipped with the right digital tools and technology to do their jobs as online shopping evolves. And, only half of associates feel they are reaching their full potential, illustrating a missed opportunity for retailers to evolve the role of today's associates and better serve omnichannel shoppers.
When retailers do leverage new technology, 90 percent of associates say they have the tools to do their job well, compared to only 49 percent whose retailers do not provide digital tools.
"Many retailers have been slow to leverage new technology for associates, and our study shows that when associates are equipped with the proper technology they are happier, have a bigger impact on sales and stay with the company," said Oscar Sachs, co-founder and CEO of Salesfloor. "As retailers face one of the toughest times in decades, it is important that they invest in their people and equip them with technology to serve the all-channel customer as part of their return to growth strategy."
Impact on Sales and Productivity
Because the study found that half of associates not using digital tools feel they are not reaching their full potential, the data points to a direct correlation between technology and productivity, including technology's influence on driving sales.
Digital tools also help associates feel more confident to compete with online retail giants. Associates using digital tools in store feel 7x more confident competing with the likes of Amazon and eBay, compared to associates who aren't equipped with digital technology.
"Reports on the demise of the retail industry are largely based on the increasing success of online retailers, but we found that for associates who are using technology, online competition isn't nearly as big of a concern," said Sachs. "When associates have the technology needed to expand their relationships with customers and drive sales, they are able to bridge the gap between stores and online which levels the playing field with online competitors."
Impact on Recruitment and Retention
According to the study, attracting highly motivated talent relies heavily on access to digital tools, which leads to increased confidence and job satisfaction. Retailers are better able to retain top talent and avoid turnover when associates are empowered to drive their own sales and proactively engage with customers inside or outside the store via technology:
"Our retailers who have equipped their associates with proper tools are a testament to our study findings," said Ben Rodier, Chief Client Officer and Co-Founder of Salesfloor. "Their associates feel more empowered, happier and confident, which has ultimately led to higher associate retention, recruitment rates and increased sales."
Salesfloor will be at IRCE in Chicago, June 6-9. CEO and Co-Founder Oscar Sachs and Joe Milano, SVP Digital Retail from Saks, will be speaking about how Saks redefined clienteling on Wednesday, June 7 at 1:45pm. New features and platform demonstrations will be available at Salesfloor's booth #2130.
Salesfloor surveyed 254 North American retail associates across a variety of product categories, compensation models and store sizes. The respondents were asked questions about technology usage and job satisfaction, focusing on the impact technology has on sales associates' job functions, happiness at work and what the role of what store associates will be in the future. Findings were evaluated based on response percentages and were further evaluated on a quantitative scale.
For more information about the study, visit the website with complete findings.
Founded in 2013 by Oscar Sachs and Ben Rodier, Salesfloor (www.salesfloor.net) was created to address the significant void in service that shoppers experience when using a retailer's website to shop compared to when shopping in store. With Salesfloor, customers can shop online directly with the store or local sales associate, and benefit from the same high-quality experience online as they receive in store. Salesfloor currently operates from New York, Montreal and London with a team of retail executives and technologists. Retailers currently using Salesfloor's platform include Saks Fifth Avenue, Toys "R" Us, Lord & Taylor, Bloomingdale's, Harry Rosen, Kiehl's and more.
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