Seventy percent of retailers are empowering their employees with technology-enabled touch points — including digital signage and self-service kiosks — to help their businesses to differentiate and evolve, according to a recent RSR Research report cosponsored by HP.

By arming their staff with a range of technologies that provide relevant and timely information — such as digital signage, self-service kiosks, mobile devices and advanced point-of-sale (POS) systems — retailers can increase productivity and boost multichannel selling opportunities, according to the report.

Other key findings in the June 2011 survey of nearly 100 retail executives from around the world include:

  • Retailers see valuable support in self-service kiosks (43 percent) and cross-channel customer and inventory synchronization technologies through real-time updates (70 percent).
  • Seventy-eight percent of retailers listed their modern POS systems as an important factor in the customer experience. Offering in-store rewards or coupons is also seen as critical (75 percent).
  • Fifty-seven percent of retailers believe delivering information to store-owned phones, tablets and PDAs has a lot of potential value. In 2010, only 21 percent perceived these solutions as valuable.

"Customers have raised the bar, and successful retailers realize that the traditional means of educating employees and interacting with customers is no longer enough," said Ray Carlin, vice president, Retail Solutions Global Business Unit, HP, in an announcement. "We provide a flexible store platform to help retailers deliver multichannel selling opportunities and a more engaging shopping experience."

The research report is available for download at "The 21st Century Store: The Search for Relevance."

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