Study: Sales associates not well-equipped to perform job

Digital retailing is intensifying, yet retail associates still don’t have the technology they need to serve customers when they visit in-store.



That's according to “The 2017 Retail Associate Technology Study,” from Salesfloor. The report, which surveyed 254 North American retail associates across a variety of product categories, compensation models and store sizes, explores the connection between store-level employees and the technology they use to serve customers.



According to the study, one in four associates (25%) said they are not properly equipped with the right digital tools and technology to do their jobs as online shopping evolves. Only half of associates feel they are reaching their full potential.



When retailers do leverage new technology, 90% of associates said they have the tools to do their job well, compared to only 49% whose retailers do not provide digital tools. This indicates that retailers are missing the opportunity to evolve the role of today's associates, and better serve omnichannel shoppers.



"Many retailers have been slow to leverage new technology for associates. 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."



Digital tools also help associates feel more confident to compete with online retail giants. Associates using digital tools in store feel more confident competing with the likes of Amazon and eBay, compared to associates who aren't equipped with digital technology, the study revealed.



"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."



Attracting highly motivated talent also relies heavily on access to digital tools, as this technology leads to increased confidence and job satisfaction. Retailers are also better able to retain top talent and avoid turnover when associates are empowered via technology, whether they use solutions to drive their own sales or proactively engage with customers.



For example, 72% of associates are more likely to stay with a retailer, and less likely to look for a new job, if they are provided with tools and technology to enhance their jobs. And two out of three associates say access to digital tools and technology is a must-have at a future retailer, the study said.