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Business2Community: Cognizant’s Senior Vice-President of Retail and Consumer Goods Consulting Says Retailers Must Improve Consumer Experience to Increase Retail Sales

“As technology continues to evolve and smartphones become ever more present with today’s shoppers, consumers are entering stores armed with more information, knowledge and a prepared buying decision,” writes Steven Skinner. “Despite the importance consumers place on technology, customer service skills remain the number one priority during an in-store shopping experience. These same consumers arm themselves with competitor comparisons regarding product pricing, features and benefits. Consumers continue to embrace customer loyalty programs showing a willingness to “share” personal information when rewards are provided.”

On how retailers can improve consumer experience and, in turn, increase retail sales, Skinner says customer service is the answer and sales associate is the driver. “Sales associates are the eyes, ears, and voice of your brand. A focus on training and associate empowerment guarantees that your customer’s shopping experience is positive and relevant,” he notes. “Success is found by listening to the customer while embracing technology and information that enriches the shopping experience.”

Citing Cognizant’s survey of 2,500 shoppers in the United States and Canada to understand shopper preferences and expectations, Skinner states that customer service has and continues to be critical to shoppers. “Investing in sales associate education by providing them the right technological tools and information can create a higher sense of job satisfaction, job purpose and ultimately reduce attrition,” he writes. “Providing sales associates with the same or an increased level of information that shoppers already have at their disposal translates into a better customer shopping experience. This drives retail sales and increases brand loyalty.”

According to Skinner, the balance between a personal shopping and technologically relevant experience is critical to the retail consumer, and finding that sales associate with a combination of people skills and technological mindset is the key. “Today’s retail consumers are technologically savvy and have unlimited information access,” he writes. “Sales associates are truly a retailer’s front line in greeting, interacting with and selling to consumers. A focus on employee empowerment, information sharing and a personalized loyalty program are therefore critical to improved customer service and, ultimately, increased retail sales.”

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