Richard Branson has written several variations on the theme of “A company’s employees are its greatest assets” because he understands that people are the most important link between a retail business and a customer.
No matter the advertisement, sale price, or the convenience for a particular item or service, it is most often the personal interaction that seals a retail transaction, retains a customer, and fosters the repetition of that process.
In a retail environment, we like to refer to the employees who sustain the sales experience as “in-store experts.”
Qualities Of An In-Store Expert
Just who is an in-store expert? What sets them apart as an employee? Why are these in-store experts a company’s “greatest asset?” How is the expertise displayed to the customer?
Perhaps the most familiar in-store experts are the people who work in Apple retail stores. These employees are encouraged to “connect customers with [Apple’s] products and help integrate products into their lives.”
In-store experts in an Apple store are dedicated, helpful, and have been trained to use and apply the products to their customer’s needs. This is a powerful combination of skills that is promoted by Apple as a defining, and distinguishing difference from its competitors. When one has a question or a problem with an Apple product, it is sure to be solved by one of their in-store experts.
Regardless of the industry, the best in-store expert possesses excellent product knowledge and understanding of how customers can make best use of the products and services sold in their store.
How To Promote Your In-Store Experts
Also known as “The Engagement Ring Store,” Robbins Brothers understands that they must project the experience and knowledge of their in-store experts when visitors first start to research their products. With the vast majority of retail transactions beginning with an on-line search, Robbins Brothers makes sure that their in-store experts are prominently displayed on their store’s web pages when visitors research the store that they plan to visit. This localizes, and personalizes the shopping experience. Now a visitor has a name and a face ahead of a store visit. Trusted, experienced, team members, are introduced on the website with a picture and a biography along with along with store specific information such as the store address, hours, and product offerings.
Robbins Brothers effectively accomplishes this using Climb Technology’s Stores4Stores web-based application. Easily deployed, and adaptable, Stores4Stores microsites allow a retail establishment to project the individuality of its local stores within a defined corporate framework. Not only are the products highlighted, but the in-store experts.
A quick way to see all of this technology in action, even more features, and peer behind the scenes at the administration functions is to contact Climb Technology via the web, e-mail, or phone. We’re happy to provide a demonstration of how Stores4Stores will fit into your on-line initiatives.