The company armed associates in its Burlington, Massachusetts, store with an iPad to help shoppers find and purchase merchandise either in store or online. To prepare associates — who can sometimes feel threatened by the ecommerce side of the business — ECCO trained its users to ensure they were comfortable using the app.
“You can’t just put a tablet in the store and expect it to be successful,” said Dana Schwartz, Director of Marketing and Ecommerce, ECCO USA. “There is a sea change in the role of the store associate and an opportunity to meet the consumer’s needs through Endless Aisle.”
The tablets serve as an extension of the associate, empowering them to offer customers greater product assortment, and to close sales on locally out-of-stock products they otherwise would have lost. In fact, ECCO found that a high percentage of digital transactions taking place in the store are because a customer’s correct size was not available on-hand.
“It’s about offering premium-ness,” said Schwartz. “We are a high-service company, and we don’t want to disappoint our customers.” In the past, she explained, transactions made at the point of sale were manual and time consuming. “Now, we can engage with the shopper anywhere in the store, and ship for free to provide a seamless and convenient shopping experience.”