The Grocery Industry Evolution: Enhancing Customer Service & Tech Deployment with Frontline Visibility

By Shash Anand

With the rapid digital transformation and emergence of omnichannel shopping experiences, customers now expect a seamless blend of online and in-store interactions. To meet these evolving customer expectations, grocery retailers are arming their frontline employees with cutting-edge mobile technology and adopting devices like digital kiosks and signage. While these innovations hold great potential, a critical challenge emerges; the need for clear frontline visibility and effective management of these technologies, with an emphasis on enhancing customer service.

Here are the key insights into how Canadian grocers can harness crystal-clear frontline visibility to revolutionize customer service and remain competitive in a rapidly evolving landscape:

1. Overcoming Training Gaps to Empower Frontline Staff:

In the race to equip frontline staff with the latest mobile technology, traditional backend oversight methods often struggle to keep pace. This is compounded by a lack of training given to frontline staff on how to manage the lag between deploying the latest tech and still dealing with traditional oversight methods. This lag results in poor customer service experiences as the frontline struggles to manage in-store shopping experience glitches. In an era where customers expect quick, personalized assistance, failing to provide frontline employees with the necessary tools and insights can lead to customer frustration and lost sales. 

For grocery businesses to thrive in today’s fiercely competitive environment they must empower frontline staff with both the tools and training they need. These individuals are at the forefront of customer interactions and play a pivotal role in shaping the shopping experience. Providing them with cutting-edge tools and real-time insights can help them ace customer service.

2. Bridging the Gap Between E-commerce and Brick-and-Mortar by Leveraging Technology:

While e-commerce experienced a surge during the pandemic, in-store shopping has made a strong comeback, with a 14% increase compared to pre-pandemic levels. The reason lies in the unique aspects of in-store grocery shopping, such as social interaction and hands-on experiences with staff and products. To retain customers who are increasingly expecting the seamless, fast and personalized experience of online shopping, grocers must ensure that the technological conveniences of online shopping are also available in physical stores. 

To do this, grocers must:

Offer Buy Online, Pick Up In-Store (BOPIS):

BOPIS gained popularity during the pandemic, with 72% of consumers preferring it for its convenience. Grocers can provide customers with the option to place orders online and pick them up in-store at their convenience, making shopping quick and efficient.

Implement In-Store Technology:

Customers now seek limited contact with store associates. Grocers can meet this demand by introducing technology such as handheld scanners, smart shopping carts, self-serve checkout kiosks and retail robotics. These innovations bring the convenience of online shopping to physical stores, enhancing the overall shopping experience.

Ensure Product Availability Information:

Customers want to know whether the items they intend to purchase are in stock before making a buying decision. Grocers can boost customer confidence by providing real-time information on item availability, both online and in-store, reducing the risk of customer frustration due to out-of-stock items.

Enhance Security and Reduce Downtime:

Managing retail devices is crucial to ensure data security and minimize downtime. Data breaches can result in significant financial losses and impact customer trust. Grocers must prioritize security measures and swiftly address device issues to avoid disruptions that can lead to lost sales.

Gain Frontline Visibility:

Often the key to enhancing the customer experience lies in adopting techniques and technology solutions that offer insights into frontline operations. This real-time data allows grocers to respond swiftly to customer needs, tailor their offerings based on trends and ensure interactions that leave a lasting impression.

The grocery industry faces the challenge of providing a consistently positive digital and in-store experience for customers, while managing frontline staff. By adopting innovative strategies and technology solutions, grocers can meet customer demands, enhance customer service and remain competitive in the evolving retail landscape where good customer service hinges on frontline success. 

Shash Anand

As SVP of Product Strategy at SOTI, Shash Anand oversees the company’s evolution from a single product centered around Mobile Device Management (MDM) to an integrated platform that solves many of the challenges around Enterprise Mobility Management (EMM) management.

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