Jo Rossman, LEED AP, is manager
of sustainability and designer
programs for the Association
for Retail Environments.
New technology at the cashwrap of this Finish Line store in Indianapolis incorporates smaller
elements and removable tablet screens that allow associates to accompany customers
throughout the store to look up inventory and provide other services.
13 Seal the deal.
Use technology to assist with the sale, urges Nancy Everhart, partner and retail studio principal
at Little. If the store is out of an item the customer wants, retailers can close the deal by offering
to ship it from a warehouse or another store, she says. “And if they’re capturing information
from this transaction, that’s fine as long as they’re using it to the customer’s benefit. That’s
less intrusive in people’s minds.”
14 Extend the relationship.
After capturing customer data, provide loyalty incentives such as coupons, sale previews,
exclusives, or extra gifts. “These are things marketers have been doing for 150 years.
Technology now is putting the control in the pocket of the customer,” says Barteldt. “And new
creative ways to embrace the customer are being invented.” Gamification can align your
brand with behavioral attributes that make it memorable, he says.
15 Be willing to make mistakes.
The vast changes enabled by technology today necessitate a time of experimentation. “It’s
during periods of change that the most creative ideas are born,” says Barteldt. “We’re making
those 99 mistakes before we stumble across the hundredth idea, which is genius.”