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and act as trusted guides and consultants, sales associates need access to consumer insights, including:
• basic contact details • personal preferences • past purchases • loyalty programme activity • social media interactions with the brand • online shopping activity and abandoned cart contents
• average spend. On top of this, they need a transparent view
into product inventory across all channels of the retail organisation both at home and internationally. Only then can they deliver a frictionless, personalised and secure shopping experience that encompasses online, mobile and in-store touchpoints including:
• seamless stock transfers • omnichannel fulfilment in-store, store to home, web to store
• heightened levels of personalised, tailored service.
In the future of omnichannel, Accenture
driven conversational commerce, it is doubly important for human associates to be equipped to offer stellar service. Capgemini describes this future shopping
environment as the Smart Digital Store. This brings together the main players in the realm of the store: the customer, the store employee, the product and the physical store itself. The consulting firm said: “By applying
ubiquitous technology to make these smart, digital and connected, a whole host of new capabilities and services can be created - not as discreet gadgets or one-off point solutions, but as integrated systems driving new and measurable business value.” These integrated systems must offer a
360-degree view of both the shopper and product data. To become brand ambassadors
says retail chief executives will place more emphasis on finding the right balance of humans and machines. But a growing role for bots and digital assistants does not mean a lesser one for humans. Leading retailers recognise the need to
invest in POS technology to enable store personnel to succeed. Accenture said: “As machines take on more of the traditional work of a retailer, customer-facing labour will become highly important. Chief executives must put the expert in the centre to ensure that store associates become brand ambassadors — or storytellers of the brand’s purpose.”
FRICTIONLESS MOBILITY AND FLEXIBILITY To execute this vision, retailers are cutting the cord with legacy IT. The days of hard- wired POS terminals, hefty in-house server infrastructure and scheduled downtime for updates and maintenance are fading into
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