Top five store tech investments that unlock hidden ROI
For many retailers, investing in store technology feels like a forced expense – something done out of necessity rather than strategic ambition.
But it’s not just about modernizing systems; it’s about using them to enhance every facet of the customer experience, increase operational agility and drive profitable growth. If turning store tech capabilities into measurable returns sounds appealing, consider these five actionable – and often overlooked – strategies.
1. Leverage Stores for E-Commerce Returns
Leveraging stores for e-commerce returns, often called BORIS (Buy Online, Return In-Store), has become a crucial omnichannel strategy for retailers. It’s not just a convenience for customers; it offers significant strategic and financial benefits for the retailer.
For starters, accepting online returns in-store shortens the refund timeline for the customer while also reducing reverse logistics costs for the retailer. And the benefits don’t stop there. Associates can assess the condition of returned merchandise on the spot, cutting down on fraud (like trying to return non-merchandise or worn items). At the same time, resellable products can often go directly back out on the floor, skipping the warehouse entirely.
The real win? Turning a return into a new sale or exchange. When store teams are trained and incentivized to engage during this process – whether by suggesting a better fit or recommending something else – conversion goes up. Some retailers even tie return conversion to store-level performance metrics.
2. Streamline Hardware Investments
Store hardware can be one of the biggest line items in a tech budget – especially when devices need to be replaced. But a smart hardware strategy can also unlock serious savings and operational benefits.
Start with shared peripherals. If your POS can support it and if it makes sense for your store layout, a single cash drawer or printer can serve multiple checkout stations. On top of that, virtualization or cloud-hosting can reduce or eliminate the need for store servers.
Then there’s mobile. Some retailers are reducing the size of their fixed cash wraps – or eliminating them entirely – to allow for more selling space (and more sales!) in each retail store.
Mobile POS solutions can turn any corner of your store into a checkout point. Associates can roam during peak hours or line bust, making the most of your space and the customer experience.
3. Arm Associates with Instant, Actionable Customer Data
In an age when customers do a lot of their browsing via digital channels, store associates are often at a disadvantage when it comes to knowing important information about each shopper who walks through the door. Meanwhile, the retailer’s digital team is sitting on valuable customer data that could help drive in-store conversion – if only it were accessible on the sales floor.
To be sure, associates don’t have time to read the complete customer history at the point of engagement with the customer, but two or three insights – like past purchases, loyalty tier and order status – can help them tailor the experience and transform generic interactions into personalized service.
[READ MORE: Exclusive: Nikki Baird, VP, Aptos examines store innovation]
4. Take the Store on the Road
Retail doesn’t always happen inside four walls. Pop-ups, parking lot sales, festivals – pretty much any out-of-store event – are great for building brand awareness, boosting incremental sales and reaching new customers, as long as you have an integrated tech foundation.
Too often, either retailers go all in with expensive register kits that are logistically costly to ship and store or they go too light with mobile POS systems that might require them to manually enter each sale into their financial system after the event. Both extremes diminish the value of mobile selling activities.
The sweet spot is a mobile-first POS solution that’s lightweight and portable yet fully integrated with core systems – so transactions happen the same as any in-store sale, including correctly calculated taxes. If done right, bringing the store to the customer allows associates to focus on the experience rather than the tech.
5. Save the Sale with Out-of-Store Inventory
One of the most powerful ways to drive sales and customer satisfaction is to make sure that when a customer walks into your store, they don’t leave without making their desired purchase. That can often mean selling items beyond those physically available on the shelf.
To do this well, store associates need the tools and training to sell inventory they can’t see, whether it’s in the back room, at another store location or in a warehouse. It also requires management to rethink incentive structures: If an associate gets credit only for what’s physically sold in their store, there’s less motivation to “save the sale” with alternate options.
During these transactions, it’s important for retailers to ensure the inventory is available elsewhere in real time, as well as to commit that inventory to the sale once completed to help keep their Available-to-Promise (ATP) position as accurate as possible. Failure to do this effectively can result in frustrated shoppers and eroded brand trust.
Technology must support this experience. The process should look and feel seamless because any friction risks losing the sale.
Final Thoughts
Stores are retailers’ most profitable channel. Yet, store technology investments are too often viewed as cost centers rather than growth drivers.
From optimizing returns and in-store sales, to streamlining hardware, empowering associates, and extending the store’s reach beyond its walls, a modern store technology foundation is the connective tissue as physical and digital retail continues to converge.
