In an increasingly digitized environment where e-commerce is gaining ground, brands are forced to reinvent themselves if they want to maintain the attractiveness of their traditional stores. To do this, they must first facilitate the seller experience. A strategy that necessarily involves the use of high-performance digital tools. Interactivity, product traceability, inventory management, dynamic display… Digital allows salespeople to work in better conditions. Thus, the customer experience will naturally be facilitated. Digital therefore promotes a virtuous circle, ultimately strengthening the brand image of retailers.

The all-digital era has profoundly changed the needs and expectations of consumers regarding the retail sector. They’ve all become accustomed to same-day or next-day delivery of orders placed online, information always at their fingertips, and life made easier by technology. Because yes, the digital revolution is upsetting the relationship to time. Today’s consumer is more demanding and wants everything, right away… Physical stores are being hit hard by this digitization and more specifically by e-commerce. They must therefore redouble their efforts to satisfy their customers and offer them an ideal shopping experience. But this is not always an easy task. In a recent blog post, the operator of digital technologies for businesses Hub One describes an unfortunate customer experience experienced in store.Steeve Broutin, Retail solutions sales engineer at Hub One recounts his unfortunate experience in store. He went with his wife to town to buy shoes. Arrived in a store, they took 5 minutes to find a seller. He was in the reserve. When he reappears, he returns directly to the cash desk to finalize the deed of sale with the previous customers. The couple must therefore wait. Free, the seller finally goes to them. His wife asks for a pair of size 36 shoes. Not being on the shelves, the seller goes back to the store to get them. He is absent for another 10 minutes. He finally comes back, but with a pair of size 37 shoes. Confused, he goes back to the reserve to look for the right size. At the same time, two customers, tired of waiting, leave the shop. The seller is back with the right model, the right size. Meanwhile, Ms. Broutin had spotted another pair of shoes. But she won’t dare ask the seller again. She has already wasted enough time as it is… So the seller has lost an additional sale. If the couple stayed until the end, it is certain that their next purchase with this brand will be digital. Here is the example of a catastrophic buying experience for the couple, but also for the seller. Indeed, his working conditions seem stressful. In addition to feeling like he’s on the run all day, he has to deal with impatient and disgruntled customers. The seller also cannot take the time to advise them on the different products. If the customer experience is not there, it is very likely that the employee experience is not either. Not to mention the heavy consequences for the brand. The dissatisfaction of its customers inevitably devalues ​​its brand image and logically lowers its turnover at points of sale. In addition, the working conditions of its salespeople seem difficult, which deteriorates its employer brand. When paying for his purchases, Steeve Broutin spoke with the seller to understand where the malfunctions came from. The seller says he works alone, with a reserve as large as the store, and without software to know the models in stock. The dissatisfaction of its customers inevitably devalues ​​its brand image and logically lowers its turnover at points of sale. In addition, the working conditions of its salespeople seem difficult, which deteriorates its employer brand. When paying for his purchases, Steeve Broutin spoke with the seller to understand where the malfunctions came from. The seller says he works alone, with a reserve as large as the store, and without software to know the models in stock. The dissatisfaction of its customers inevitably devalues ​​its brand image and logically lowers its turnover at points of sale. In addition, the working conditions of its salespeople seem difficult, which deteriorates its employer brand. When paying for his purchases, Steeve Broutin spoke with the seller to understand where the malfunctions came from. The seller says he works alone, with a reserve as large as the store, and without software to know the models in stock.

These problems can however be easily solved through digital tools and applications. In this case, digital solutions make it possible first of all to ensure the efficiency and  traceability of delivery rounds.. The technology also informs the seller about his stock of shoes in real time. Very useful product traceability on a daily basis. In addition, the seller visibly loses time in the reserve. Installing a tracking system would allow him to find a product in the stockroom in less than a minute. According to Hub One’s expertise, three tools are very useful in this context. First, a seller’s tablet interconnected to the web, which streamlines the customer journey thanks to immediate interactivity. Also, the tablet informs the seller about its catalog and availability. A significant time saver. This device also becomes an online ordering and payment tool if the product is not available in stores. The physical store can therefore hang up the wagons with e-commerce. The second tool is a tracking system in the reserve. If the seller is looking for a pair of shoes in his stock, he can find it in a few seconds thanks to an RFID gun, an AirTag or even light diodes. Finally, we can mention the digital signage solutions. From his mobile, the seller accesses product information and can easily display it on the nearest dynamic display screen and thus inform his customers in real time. Digital is therefore an operational support that improves the working conditions of salespeople.