In our first blog in the series, we explored the important intersection between AI and humans in brick-and-mortar retail. Jon Campbell, Director of Product Management, and Alex Abilmona, Solutions Engineer, shed light on Mobile Insight’s unique human-forward approach to bridging retail challenges with AI. In this second blog, Jon and Alex expand on how AI can not only address retail employee limitations, but more importantly empower employees.
Current State of AI in Retail
Many retailers’ current AI implementations serve as what Jon Campbell describes as “friction at the front.” These systems often function as gatekeepers, creating a barrier between customers and the support they seek. Scripted and rigid questions may help retailers with efficiency and process, but often leave customers frustrated and disengaged.
“Customers are detached from the AI being very helpful in a retail environment and they often experience it only in negative situations,” Campbell explains. “So, if I have to make a return or have detailed questions about a product, I get a series of standard stock questions. And then, ok, now it’s been 10 minutes, let me go find you a real person to address your need.”
The conversation around AI in retail often gets simplified to automation and chatbots – tools that can feel more like bureaucratic hurdles than genuine assistance. But what if AI could do more than just automate tasks? What if it could actually enhance the human elements of the retail experience?
Empowering Sales Associates, Not Replacing Them
One of the biggest fears surrounding AI in retail is the potential for job displacement. However, as Jon emphasizes, “We don’t want to create that competition.” Instead, the goal is to create a complementary relationship where AI enhances rather than replaces human capabilities.
We believe that AI, when implemented thoughtfully, can actually empower sales associates, making them more effective and valuable. As Alex points out, “The real benefits include how it can empower a sales associate on the floor, not just replace them.” Imagine a sales associate equipped with an AI-powered tool that provides instant access to product information, customer history, and personalized recommendations. This allows the associate to focus on building relationships with customers, understanding their unique needs, and providing tailored solutions – ultimately leading to increased customer satisfaction and loyalty. It can also significantly enhance workplace productivity.
AI as Augmentation
AI can fill roles that have historically been challenging to staff consistently, such as providing in-depth product knowledge or answering frequently asked questions.
One of the most powerful aspects of AI in retail is its ability to serve as an always-available comprehensive knowledge resource. “I’ve worked a lot of retail jobs, and you don’t necessarily know everything.” Jon notes. “Some people fake it and then you end up with returns and frustration, or they have to jump on a computer and look it up for the customer – taking time and disrupting the conversation.”
The impact of reliable AI extends beyond mere convenience. When employees have instant access to accurate information, it transforms their ability to serve customers confidently. “If you’re going in and somebody feels more confident to help you because they have this assistant in their back pocket, inherently that experience would improve,” Jon explains.
The confidence has a ripple effect. When employees feel more secure in their knowledge and capabilities, they’re more likely to engage proactively with customers, leading to better service and increased customer satisfaction.
Redefining Employee Training
Traditional retail training often follows a “learn by consuming” model – employees review manuals, watch videos, or shadow experienced staff. However, as Jon points out, “retention rate when you’re a new employee and learning so many things is super low.”
Mobile Insight’s approach offers a different paradigm: “You can create conversational situations for employees to interact with so that they are trained on different scenarios within a job. Learn by doing rather than consuming,” says Jon. This interactive approach to training could revolutionize how retail employees develop their skills and confidence.
Looking Forward: Empowering Employees and Customers
The true potential of AI in retail is realized when it works in collaboration with humans. Imagine a scenario where a customer interacts with VIBA to get basic product information. VIBA, leveraging its extensive knowledge base, quickly answers the customer’s initial questions. However, when the customer expresses a specific need or preference, a human employee seamlessly steps in to advance to experience. This handoff between AI and human ensures efficiency and personalization, creating a superior customer experience. It’s not hard to see how this human-AI collaboration can lead to positive outcomes in retail.
VIBA is designed to empower both shoppers and store employees. For shoppers, VIBA offers quick access to product information, personalized recommendations, and 24/7 availability. For employees, VIBA serves as a powerful tool that enhances product knowledge, provides procedural guidance, and boosts confidence when interacting with customers.
Conclusion
The future of retail isn’t about replacing human employees with AI – it’s about empowering those employees with AI tools that make them more knowledgeable, confident, and effective in their roles. By focusing on employee empowerment, retailers can create a win-win situation where both staff and customers benefit from the integration of AI technology. The result is a more confident workforce, better customer service, and a more efficient retail operation overall.