Expanding the definition of a customer

When you hear the word ‘customer,’ you normally imagine a person standing in front of a cash register, credit card in hand. The upheaval of the retail space in recent years has changed that definition. It’s entirely possible that, as you were reading this, you remembered you needed to buy batteries, did exactly that on your phone, and will have them sitting on your doorstep before the day is over. The machinations that need to occur in the background in order for that to happen are complex and critical.

Associate empowerment

Sam’s Club, one of the largest retailers in the US, is responding to this changing landscape holistically, striving to empower its associates - the company’s term for employees - with productivity tools that will, in turn, deliver the best membership experience for customers.