It has often been said there will never be any genuine replacement for human contact in the provision of customer service. While this will always be the case for some retail buyers, there are those striving for better solutions in passing on expert advice which is still one of the biggest demands on retail sales staff.
For this reason, computer retailers should monitor experiments being undertaken in other retail categories.
Datatrax Multimedia Systems has developed an interactive touch-screen point-of-sale system which has recently been adopted by a major auto body care range for use in 85 Big W stores around Australia. The PowerPlus Body Repair Centre aims to guide customers to the PowerPlus product best suited to the task being undertaken as well as offering additional tips and techniques about how to best use the product and complete the job.
David Wareing, product manager at PowerPlus, said the basic PC-driven system worked well at up-selling and cross-selling as well as being easily updateable. This allows the information to be adjusted on a national basis from a central location for new promotions, special offers and information about other features of the store.
"From the retailer perspective, we have expanded the category and have stimulated the consumer to purchase several products to do the job, rather than just a can of touch-up paint," Wareing said.