How mobile software improves sales performance – Footwear News


This is the last installment of FN’s “Tech Tuesdays” series. Each week, FN will take a closer look at an area of ​​digital innovation and explore the impact of these technologies on how shoes function. The shoe industry is known for combining heritage craftsmanship with the latest advancements: this column will examine this intersection.

When stores closed last year to accommodate COVID-19 restrictions, sellers found themselves in a new retail landscape. Unable to serve customers in-store, associates had to search for alternatives, which increasingly involved interacting with shoppers through digital communications. Now, as stores reopen, retailers are discovering the value of portable mobile devices for their physical workforce.

“Without exception, the biggest technology gap for retail salespeople is how they receive communications at work and collaborate with their peers to deliver an exceptional customer experience,” said Jordan Ekers, COO of the Nudge digital communication platform.

More and more, that means supporting associates with a mobile device equipped with the right software to bridge the information and communication gap. With traditional desktop computing, salespeople would be forced to leave their customer in order to search for critical information. As a result, the shopping experience would become fragmented and customers would be more likely to abandon their purchase.

With a mobile device, store staff can access important information on the go, enabling them to serve customers anywhere in the store. Especially since consumers themselves choose to use mobile for e-commerce purposes, it is essential that employees are able to keep up with this technology and meet the needs of consumers.

Consumers are increasingly buying with mobile technology – sellers must keep pace.


“We need to give associates product information, images, inventory and communication methods to ensure they are able to support the customer and provide exceptional service,” said Saira Zia, vice president retail excellence and customer success on the Tulip customer platform. “Having an omnichannel view of their customer enables Associates to provide customers with a high level of service in a timely and relevant manner. “

The right technology needs to combine key store data points, such as available inventory, with additional functionality so associates can complete the customer journey within a single app. The ability to process various shipping options and pay the customer are expected features; additional capabilities to understand buyer behavior and past purchases can help improve service.

Regardless of the software used, brands should look for tools that can integrate with their omnichannel services and incorporate data from across the retail ecosystem. Not only can this improve the quality of customer service, allowing for greater personalization, it can improve the employee experience and therefore increase loyalty.

“Improving the customer experience relies on the ability of employees to do three things: access relevant information, share timely feedback, and receive reinforcement to make a positive impact,” said Ekers. “It doesn’t matter whether you provide recognition, rewards, or use gamification and points – the important thing is that you find the right way to consistently recognize and empower the people behind your brand. “

Video call on Hero App to sell shoes

During the pandemic, sellers had to turn to digital tools like Hero to communicate with buyers.

CREDIT: Courtesy of Hero

With a platform like Nudge, retailers can inspire their staff through challenges and reward-based activities, while also inviting them to share their feedback on a regular basis. This can create a sense of engagement and commitment with the brand, reinforcing their attitude towards their work. This is even true for customer-centric mobile tools, like Tulip customer service.

“It improves associate morale and lowers the churn rate,” Zia said. “Our Tulip customers tell us that in-store associates feel empowered and supported to do their jobs when they are given tools designed for them, like patronage. They feel that the brand is investing in them and their success.

Above all, the right mobile app provides an extra layer of support for the seller wherever they are in the store. Armed with information and on-the-go assistance, staff can approach their jobs with greater confidence and corporate ownership. And as unofficial ambassadors of their brand, they encourage sellers to perform better and generate more revenue.

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