In a landscape where artificial intelligence (AI) plays an increasingly significant role in retail, the expertise of store associates is evolving rather than disappearing. As customers use AI for research and comparison before visiting physical shops, the expectation for what an in-store assistant can provide is shifting. This is reminiscent of the changes seen when the internet first provided people with easy access to product information, leading to transformed consumer interactions in-store.
The Changing Role of Store Associates
The majority of retail sales still happen in brick-and-mortar venues, leaving associates a crucial, albeit changing, part of the shopping experience. As Nikki Baird, vice president of strategy and product at Aptos Retail, observed, the in-store environment used to require associates to catch up to well-informed customers. Now, associates must adapt once again as shoppers arrive having already explored products via AI technology.
Garry Heon, senior vice president at QualityAI, emphasised that despite being more informed, shoppers still rely on human associates to help consolidate their final purchase decisions. Associates excel in providing those nuanced insights that AI might overlook. However, the challenge remains in adequately preparing them for this evolved role.
Training Associates to Work with AI-literate Customers
Ensuring that associates are effectively trained and knowledgeable is key to supporting customers whose journey included AI-based research. The expectation from customers varies across retail types; in larger, more straightforward retail environments like Walmart, customers may seek minimal interaction. Conversely, in stores with high-complexity or expensive goods, shoppers often value the detailed support of well-versed staff.
Baird highlighted the necessity for associates to be quicker and more responsive than AI in delivering information, given their time-sensitive context serving multiple customers. AI can assist associates by rapidly equipping them with fundamental knowledge. However, beyond onboarding, retailers must prioritise continuous training and development to address queries swiftly and independently.
AI Assisting Store Associates
Beyond the initial training, AI can support associates in various in-store tasks, such as temporarily working in unfamiliar departments during staffing shortages. This capability allows associates to extend their reach within the store, aided by AI filling in any knowledge gaps.
Though AI tools offer valuable support, their reliability is crucial. Baird warned that associates might disregard technology if it leads them astray, for instance, by incorrectly guiding them to a non-existent stock location. Consistency and accuracy from AI tools are essential to maintain their usefulness and prevent them from being sidelined by frustrated staff members.
Reporting based on coverage first published by retaildive.com.