The boundaries between physical and digital stores are increasingly blurring, ushering in the era of the “phygital” business model in retail. The premise is clear: convert or die. But one question resonates: Is it possible to achieve this fusion of physical and digital environments without impacting the customer experience?
According to a study by Catenon, a multinational company specializing in data-driven recruiting services, omnichannel and frictionless check-in are critical for retail today.
That’s why it’s also essential to have hybrid teams that combine knowledge of customer service with mastery of the necessary technologies to improve the overall customer experience.
We will try below to outline the necessary skills of these professionals who must offer consumers the immediacy, immersion and ability to interact that characterize the digital world, without sacrificing humanity.
Looking for retail visionaries
Catenon spokeswoman Laura Urue emphasized in a statement that there is neither a standard profile for these professionals nor any specific training. We are looking for people with an overarching vision for the company and a strong customer orientation.
The recipe for success lies in creating hybrid teams that are able to combine customer knowledge with the technologies required for a best-in-class experience.
Many companies are aware of today’s consumer demands and have already set up departments to ensure that the customer experience is optimal, regardless of the sales channel.
Immediacy of the digital world without sacrificing humanity
In an omnichannel context – from e-commerce to physical stores – where consumers interact across multiple devices and platforms, retail is challenged to deliver a consistent and seamless experience.
Therefore, the new professional profile must offer consumers the immediacy, immersion and ability to interact that characterize e-commerce, without sacrificing humanity.
Automation is therefore only recommended for less valuable processes to improve operational efficiency and free up staff to focus on serving customers.
While technology optimizes efficiency and streamlines processes, personalized service and empathy are fundamental aspects that cannot be lost, especially when it comes to meeting the diverse needs and expectations of consumers in an omnichannel environment. In other words, consumers come to stores because they are looking for that little something extra that is not available in the online environment.
Transformative technologies, better behind the scenes
Behind the scenes of the phygital model, accurate inventory management is critical. RFID radio tags simplify processes, and artificial intelligence becomes an ally in developing forecasting models that improve collection planning and manage omnichannel demand.
These initiatives require mobile devices and tablets for store teams to be able to manage changes, check availability and provide instant and personalized information.
The future of retail lies in the convergence of physical and digital commerce, and in this context, finding hybrid-trained talent is proving to be the key to unlocking its full potential.
This article originally appeared on FashionUnited.es. Translated and edited by Simone Preuss.