The discourse surrounding artificial intelligence and technology often sparks worries about job displacement, but many companies are prioritising the role of their employees in upholding the human connection with customers.
Chad Lundeen, Vice President of Real Estate at Saatva, affectionately refers to their store employees as “frontline heroes” due to their direct engagement with customers. This sentiment was echoed at the Future Store conference in Los Angeles, where companies like Office Depot, Mattress Firm, and Petco discussed their approach to integrating new technology while ensuring that their associates can continue to focus on providing exceptional customer service.
Robyn Martin, Senior Director of Store Operations at Mattress Firm, emphasised the importance of involving employees in the process of rolling out new technology. She highlighted the company’s practice of including field teams in the RFP process for new platforms, as well as the ongoing feedback and support provided to employees as they adapt to changes.
Similarly, Eric Bergstrom, Global Director of Retail for Burton Snowboards, emphasised the importance of making technology upgrades a means to streamline operations and provide a consistent experience for both associates and customers. However, the experts at the Future Stores event emphasised the need for transparency and open communication with employees throughout the technology implementation process.
The impact of technological upgrades isn’t limited to internal operations; it also extends to enhancing the customer experience. Brands like Reformation and Madison Reed have leveraged technology to create interactive experiences for customers, while still recognising the significant role of human interaction in the retail environment.
Interestingly, some brands have actively preserved a human-centric approach to customer interactions by eschewing excessive technological interfaces in their stores. Lindsay Schofield, Director of Retail for Filson, highlighted the brand’s commitment to maintaining a “throwback feeling” in their physical stores, including playing music from vinyl records and limiting the presence of screens.
Moreover, the examples shared by brands like Vans and Tecovas, where store employees connect with customers through shared cultural interests, demonstrate the enduring value of human-to-human interactions in the retail space. Benjamin Thiele-Long, Chief ESG and Communications Officer at Petco, emphasised the genuine empathetic human connection that is essential in dealing with customers’ emotional needs, particularly in sensitive situations such as pet adoption or illness.
The insights from the Future Stores conference showcase the delicate balance that brands are striving to achieve as they implement new technology while keeping the human touch at the forefront of their retail strategies. Maintaining open communication with employees, creating seamless experiences for customers, and preserving the authenticity of human interactions are all critical elements in the evolving landscape of retail technology.