From Cashier to Concierge: Preventing the store associate from becoming irrelevant to today's connected consumer
If retailers and brands do not act now to change the in-store experience to meet today's consumer demands, they will, quite simply, not survive. Store associates are completely outgunned by today's connected consumer. They are on an island with limited access to information about their customers, their products and their overall brand. Retailers must enable and empower associates to deliver the ultimate consumer experience.
In this point of view paper, David Geisinger, head of Retail Business Strategy for eBay Inc., shares his insights on today's retail store environment and discusses what steps retailers and brands must take to transform their sales associates from cashiers to true concierges.
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