Retail Technology and Frontline Employees: Delivering Unforgettable Customer Experiences

The retail industry employs millions of people, and the next generation of retail workers will be greatly impacted by the rise of generative AI.

I strongly believe that great brick-and-mortar retail has three essential ingredients for success, regardless of product category:

• Proud, well-trained and engaged team members with a clear career path.
• A brand deeply rooted in strong cultural values
• The backbone of superior technology

Are any of these elements missing? No magic happens.

Enter IBM. The approach to leveraging technology to improve both employee and consumer experiences varies from brand to brand, but some themes are becoming evident across the industry, especially with changes in consumer habits and generational behavior.

Explore the 2024 IBM Institute for Business Value Consumer Study, which gathered insights from 20,000 consumers in 26 countries. When asked about improving the in-store experience, top responses included a desire for a wider product range, more product information and faster checkout.

The study also highlighted important insights. Two-thirds of consumers still prefer to shop in person, and 73% consider physical stores their primary method of shopping. Herein lies both a challenge and an opportunity. Ensuring real-time, accurate inventory information and providing frontline teams with the right tools is the ticket to transformational change.

According to IBM’s research, “AI can help you acquire a wider range of relevant products by analyzing local customer preferences. Generative AI allows retailers to fine-tune inventory and adjust store layouts in real time to improve navigation, product visibility, and inventory management.”

This goes back to my belief that the key to successful retail is a proud, well-trained and engaged frontline team. They are eager to create memorable customer experiences, provide prompt answers, and resolve any issues quickly. But when obstacles arise, not only does your pride in your work and your brand decrease, but your frustration increases.

According to Supply and Demand Chain Executive, “The solution lies in equipping every employee with the knowledge of the most seasoned employees to ensure a consistent and unified experience across all channels. “Implementing generative AI models in your products and services allows your team to excel in their roles and provide accurate and relevant product advice.”

This shows the essence of a brand built on solid cultural values. This isn’t just about soft skills or employee resource groups. It’s about their commitment to embracing cutting-edge technologies and tools. Ignoring changes in customer behavior, new ideas, and most importantly, feedback from your frontline team is a gamble that risks high employee turnover, customer loss, and more.

The retail industry is experiencing rapid change where data-driven decision-making is playing a pivotal role in achieving success. And companies like IBM are working with retailers to help them stay ahead in this competitive environment.

Retail brands that wholeheartedly embrace AI and new technologies, supported by leadership committed to creating great workplaces with best-in-class products, will continue to deliver unforgettable customer experiences. They will continue to win in 2024 and beyond!

Strengthen your operations to deliver unforgettable retail customer experiences