TRAINING TACTICS

Using the New Retail Tools

How iPads and tablets are already transforming in-store retail experiences, and how they’ll impact optical as well

it has become clear over the past several years that, due to their stability, ease of use, and popularity with developers, the iPad in particular and tablets in general have become one of the fastest-growing platforms for retailers and solution providers.

Well-trained store associates in optical have the opportunity to not only sell a pair of glasses, but to provide an experience that educates, informs, and provides a convenient location for additional needs (like sunglasses, repairs, adjustments, etc.). While representing many different brands, dispensers are also brand ambassadors for the store as well as the brands that are carried.

Here are just some of the ways in-store use of iPads or tablets by dispensers can help your business.

EDUCATION QUOTIENT

Retailers that invest in a digitally modernized and well-trained sales staff will excel at educating, converting, upselling, and creating loyal customers. Today’s consumers are armed with online reviews and access to information before and during shopping trips. Staff needs to know what consumers know…and more.

TRACK TRAINING RESULTS

Retailers can track an associate’s training participation and allow field managers to drive performance by having full visibility of their team’s results. These results can be obtained from anywhere in the world, at any time of the day, in real time. Adjustments to training can be made efficiently based on region or general training results.

BY THE NUMBERS

75%... A recent white paper from Axsium Group revealed that as many as 75% of consumers surveyed said they would walk out of a store if it doesn’t have knowledgeable associates.

CUSTOMER ENGAGEMENT

With iPad or tablet in hand, associates can better engage shoppers who enter the selling space.Interesting product knowledge programs that can be shared with consumers instantly give associates another tool to help explain—visually—the value of product offerings.

In optical, there is a valuable opportunity to also teach customers about vision health and wellness issues with technology. There are already plenty of apps available from optical vendors providing patient education on everything from progressive lens designs to the danger of UV.

ACCESS SELLING SUPPORT

A tablet can provide a rich media experience that gives associates selling support by providing instant access to product information and specs. There’s no need for adding sound cards or worrying about how video content will play. Photos, videos, reviews, and other information can be obtained for a customer quickly, easily, and at a low cost.

BUILD ON-FLOOR ACTIVITIES

“Learning while doing” is a time-tested method for acquiring a broad range of skills. The iPad and tablets allow associates to take their training where the action is and get the most from that training experience, with immediate interaction and real-time learning. Conversely, recreating an on-floor activity for training in the back room just isn’t the same.

LOW-BANDWIDTH TRAINING

Keeping the multimedia content local allows for a great user experience, with almost no impact on bandwidth. Apple designed the iOS around the bandwidth constraints of mobile environments. The design also benefits multi-unit retail chains that deal with the similarly limited bandwidth connections for credit card authorizations, register polling, internal email, and more mission-critical operations.

The future of tablet technology and apps in retail will focus on customized apps that work in tandem with existing software and hardware as the method of choice for communicating with associates on everything from product knowledge to all levels of training.

In addition, the ability to quickly and easily translate an app into multiple languages provides a unique opportunity for bilingual communications with patients.

— David Harouche

David Harouche is founder and president of Multimedia Plus, the foremost provider of learning and communications solutions, and a resource for market intelligence. He has been developing innovative, technology-driven programs for a broad range of clients for more than 20 years.