Technology Changes The Game, But Not The Players

By Stephen Gorman, Business Development Director and Virginia Fraser, Senior Communications Editor, Insights Learning and Development

Cash registers used to only do what their namesake denotes —register cash. Now, you’d be hard-pressed to find a cash register in a leading retail environment that only operates as a money till. In its place you’ll find sophisticated POS systems that not only process sales transactions, but also manage inventory, recognize customer loyalty programs and incentives, and other important business line and back-office functions.

Given their wide scope of features, these POS systems have become many retail businesses’ lifelines, both in monetizing sales and in leveraging customer business intelligence to convert one-time customers into loyal brand ambassadors. Generally, POS systems are designed to provide business owners with more information to help them make better business decisions. But does better technology and more information mean better customer service and increased sales?

It can, but it depends on people.

While technology can improve the customer experience and streamline operations, retailers need employees who can adapt and connect with customers in a way that ensures the investment in technology is optimized. Otherwise, the technology (i.e. mobile POS), just becomes a mobile cash register and nothing more. The value of these investments rests on the employees’ ability to have positive interactions with potential customers that are on the customers’ terms.

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