Big data is important and we can help make sense of it, but that’s not what sells – people do.
When companies implement big data strategies there seems to be a misconception of what exactly this big data will do for the business. A recent article from TechRepublic stated, “In the midst of [organizations’] enthusiasm, it’s easy to build false expectations for big data.” While big data can be extremely helpful in personalizing campaigns and evaluating selling strategies, companies should always be aware that big data will not sell the products for it – that is up to the employees.
We all know big data is important for setting operation strategies, but it’s even more important that store associates are equipped with the tools and technology necessary to convert customers from just a casual browsing consumer to a smiling, purchasing customer.
The whole point of using big data was to help make the buying process easier and more enjoyable for consumers, right? Well, we think store employees are the better answer.
Know who the customer is
Know what customers are buying…or not buying. Retailers can collect all the data in the world but if they aren’t going to use it to make predictive choices about what their customers are interested in and guide them to products they might want to buy, then there isn’t much of a point. If your customers are able to feel like they receive a personal shopping experience, there is a higher chance they are going to return to the store. Managers can communicate to their associates when a loyal customer has entered the store and alert the staff to make sure they receive a personal greeting or discount through the store’s app.
Know what products are trending
Store employees should be aware of what products are selling out and which ones their customers might not be as concerned with. If your employees are experts on the products in the store, communication to the customer and with other associates becomes much easier. Having the shelves properly filled before the customer sets foot in the door, being able to offer immediate assistance and showing customers directly what they are looking for are the most efficient ways to sell a product.
Know how the staff is performing
Stores can collect performance data in order to coach their staff. When associates are assisting customer on the floor, they need to be aware of what and whom they are accountable for. Not only should store associates show the customer how to use a product, but also make sure they know how to do it themselves. What happens when a customer is trying on an outfit in a fitting room and needs help? Communication devices like alert systems and two-way radios can play a part in providing an excellent customer experience.
Big data can definitely play a role in determining these guidelines for the business. But there is much more involved in selling a product. People buy from people and store associates are the secret weapons. Arming them with effective communication devices can prove to be a successful way to get customers to buy as well as come back for more.