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In today’s retail, consumers have both the infinite shelf of online shopping and the sensory experience of in-store shopping. As such, there is a natural flow that consumers can follow from one to the other creating an endless wardrobe of possibilities. That flow typically starts online and continues in-store.
However, when those consumers visit a store, their expectations have changed. Today, the modern consumer expects a retailer’s store associates to know them—at least in the sense of their shopping history and tastes. Think about what that means to associates on the sales floor. There is an inrush of data that each store associate must digest, seemingly in an instant, for every customer who walks in. There are prior purchases, what’s in the customer’s online cart right now, clearance and promotional items that may be of interest, next season’s styles hitting the floor, and you get the picture.