Why You Should Mandate Customer Engagement

By Matt Pillar, chief editor

With a month to go before Christmas, let me offer you some simple advice to pass along to your store associates. Don’t let customers fool you. No one is ever just looking. Taking this advice and turning it into a mandate for store-level customer engagement could spell the difference between red and green next month.

After all, it’s the end of November. There’s not much else you can do now.

Your holiday merchandising decisions are carved in stone. If it’s not on your shelves, it’s in your back room. There won’t be room for anything else until you’ve processed your January returns.

Store associates are in place. Many of them are temporary. They’re not very well trained. There are too many of them to equip with artificial mobile intelligence.

They patrol your stores in great numbers. Consumers are beginning to show up in droves. The scene is set, the actors in place, the outcome yet to be determined. No rollout of technology, integration project, or consultant can help you now.

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