These are the hidden heroes of the retail revolution.
It’s often said we’re in the midst of a retail apocalypse — that e-commerce is driving brick-and-mortar into the ground and America is becoming a giant empty storefront. In reality, according to the U.S. Census bureau’s recent estimates, only about 10 percent of all retail sales will happen online in 2019, and our own research found that 86 percent of consumers still make half or more of their purchases in stores.
The retailers that are thriving are — first and foremost — ensuring their in-store experience is perfect. They rely on the “hidden heroes” of the retail revolution working behind the scenes to ensure the customer experience is convenient, enjoyable and more rewarding than shopping online. It’s essential to recognize the vital role these people play and ensure they’re well-trained and respected, because they’re at the very heart of retail’s big comeback.
in person, providing kiosks and return bars along with other options. Kohl’s is leaning into this synergy through its partnership with Amazon, and for good reason: once consumers are back in a store, they’re twice as likely to make a big purchase compared to online, and three times as likely to make an impulse buy.
Robots are now cleaning aisles and checking shelf inventory. Beacons detect shoppers’ locations to provide targeted offers. Digital scanners make checkout faster. Apps allow customers to place orders ahead of time for curbside pickup. Even basics like good Wi-Fi reflect on your brand. These digital services rely on skilled technical staff to troubleshoot problems and keep them running smoothly.
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