The role of the customer assistant is changing dramatically. Gone are the days when all you needed was a winning smile, helpfulness and the ability to operate a low-tech till to satisfy customer needs. Today, with bricks and mortar stores embracing new technology in order to compete with online outlets, digital skills are becoming increasingly critical for the shop assistant.

From in-store connectivity to iPads, loyalty apps and self-service tills, technology and the infrastructure to support it is vital for creating the right in-store experience to attract and retain customers. But to what extent is this being exploited and how is the role of the customer assistant changing as a result?

Connecting the consumer
Many retailers are already reaping the benefits that in-store technology offers, in particular the opportunities that connectivity can bring. According to recent Arqiva research on in-store connectivity, typical customer behaviour on mobile devices in-store includes checking prices (49%), researching products (44%) and looking at reviews (35%). By providing customers the opportunity to access this information via their smartphone or iPad, they are able to make more informed purchase decisions, with the added convenience of buying there and then.

Connectivity also enables social media engagement. Enabling and encouraging customers to check in, share and seek the opinions of others online can pay off; it gives people the social proof and validation they need to make a purchase as well as building valuable advocacy for the brand.

In-store connectivity also opens up a wealth of other opportunities to engage customers in new ways and enhance the experience, from serving video advertising pre-Wi-Fi login to providing enhanced mobile services, such as loyalty apps.

Training and skills
In order to exploit these new technologies, retail skills need to advance beyond the basics. Consumers are bringing all manner of technologies into the retail space, so shop assistants will at least need to be familiar with the devices, including smartphones, iPads and "phablets".

With shoppers eager to connect at every opportunity, assistants will need the know-how to show customers, at the very least, how to connect and use the store's Wi-Fi services – but also need to be able to tackle more advanced tasks, for example managing (and fixing) any connectivity issues that arise. As a retailer, ask yourself: if a customer is using your app in-store, are your assistants familiar with the functionality?

Shop assistants must also manage the threats that technology can sometimes bring to traditional retail. For example, while shoppers are still loth to let go of the tactile shopping experience high street stores offer, they often "showroom" – trying goods in-store and then buying them cheaper online. If assistants are prepared to spot and manage this, they can intervene, saving the sale by offering price matching or in-store discounts.

In the coming years, connectivity will become increasingly central to the in-store experience, as retailers learn how they can exploit the opportunities it brings. Online retailers know everything about their customers, but high street retailers often know a lot less. Loyalty programmes will advance and customer assistants will be expected to manage more complex, cloud-based customer relationship management (CRM) systems. Beyond the point of sale less technological areas of the retail space like fitting rooms could see a digital revamp with interactive mirrors and augmented reality allowing consumers to selfie their way through the shopping experience.

It is clear that as retailers continue to embrace technology to get closer to customers and enrich the in-store experience, the role of the shop assistant will evolve. With customers increasingly demanding support with self-service technology and expecting a more connected experience, digital skills will soon be a prerequisite for any customer assistant position, and the role as we know it will likely be no more.

Paul Hellings is director of Wi-Fi at Arqiva

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• Burberry and Topshop reap the rewards of connected retail
• Virtual reality and wearable tech offer opportunities for retailers

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