Jun 08 2017
IRCE conversion

IRCE: Using People-Power for Conversion

The role of the person in the store hasn’t changed. Imagine the role of a sales associate. There are millions of people who do that job. Oscar Sachs, CEO and Co-founder of Salesfloor, is passionate about allowing sales associates to do more, and to do a much more interesting job that provides better conversion of shoppers into customers. If you had a vision and the opportunity to improve the daily lives of millions of people, wouldn’t you? Tools like Salesfloor are enabling associates to sell more, sell better, and reap the rewards of company success, not just personal wins. Today, his company works with Saks Fifth Avenue to create “omnichannel associates.”

Here’s the problem: The omnichannel experience has focused on inventory and logistics, but not capitalizing on the 45 minutes your floor person spends with a customer is like losing customer data. Today, the traditional clienteling model is limited: sales associates will have some customer history on hand, so when they are in store, they can serve them better. But according to Sachs, it doesn’t work that way. Associates are too busy to look at data when they have a customer in front of them. Plus, there’s a low incentive to reach out. An associate might create a need in the buyer’s mind only to have them achieve conversion online through the ecommerce storefront. They’re limited to generating revenue when they are physically on the sales floor.

It doesn’t make sense that, with today’s technology, we exclude associates from digital arsenal. In our speaker’s words, “They should be able to sell anytime anywhere.” Salesfloor strategy and technology has accomplished a few things for Saks Fifth Avenue:

  • Give an online presence to associates.
  • Allow customers to shop online with an associate from a local store. Saks’ storefront allows customers to shop online directly with their favorite style advisor. Today, people say “I feel like I was cheating on my associate.” That goes beyond brand loyalty and simple customer conversion
  • Integrate associates directly on the commerce site. Many Brazilian tourists buy in the Miami store, and continue to buy online from associates in that store.
  • Clienteling. Associates can take pictures of outfits and send them right to a client with a link. The customer doesn’t have to look it up or remember the name. Customer can crowd source recommendations from all Saks associates.

Matthew Rickerby

Head of Marketing

Matt began his career in ecommerce at Blue Acorn over seven years ago. His areas of expertise include persona development, account-based marketing, and content marketing. He has co-written speaking sessions for Bronto Summit, DIG South, GIANT, and Revolve, and received multiple awards for videography, blogging, and copywriting.

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