Let’s be real – retail has never been just about selling stuff. It’s about people. And right at the heart of it all? Your store teams.
They’re the face of your brand. The voice of your values. The ones solving problems, giving advice, making memorable experiences happen – all while juggling restocks, returns, and those dreaded unexpected tech errors.
But here’s the thing. Too many store associates are still expected to deliver exceptional service with tools that barely work. Outdated systems. Clunky hardware. No visibility. No support.
It doesn’t have to be that way.
We’ve spoken to the retailers who are flipping that script. They’re giving their teams the kind of tech that actually helps – tools that make work easier, smarter, and more rewarding. And the results speak for themselves: better service, happier customers, and more engaged staff who stick around because they want to.
This isn’t just about digitizing the store. It’s about humanizing it.
So if you’re wondering how to equip your store teams for success, this is what the retailers doing it right had to say.
Give them the tools to thrive
Your store teams aren’t just sales assistants – they’re problem-solvers, brand ambassadors, and often part-time tech support. But if the tools they’re using are outdated, slow, or disconnected, you’re asking them to run a marathon in flip-flops.
What happens when you give them tech that actually helps? They shine.
Here’s what our experts say:
“We weren’t just replacing a system. We were rethinking how we worked. The rollout was fast – 200 stores in four months – and the shift in mindset was just as dramatic. Our teams suddenly had access to real-time data, intuitive interfaces, and systems that just worked. That’s what tech should do: empower people to do their best work.” - Kristen Liebert, Vice President of Business Transformation & Treasurer, Rally House
“Every single piece of staff feedback came back to the same thing: ‘Our store teams now have the entire ecosystem in the palm of their hand – stock visibility, customer profiles, and more. It’s a huge shift. We’re not just serving customers; we’re guiding, inspiring, and protecting them.” - Chris Rigg, Head of Retail, Ellis Brigham
“Our goal is to give our associates all the tools they need – how to talk to customers, present the products, and represent the brand – but we encourage them to stay true to who they are. It’s part of our DNA to embrace this individuality. When staff are happy and have the right tools, they can give customers a better experience. They should be able to pull up everything they need with just a couple of taps on an iPad. If our staff have a good user experience, they’ll spend more time with customers, which means more brand building and more sales. That’s what we want – not tech for tech’s sake, but tech that enhances the customer experience.” - Bård Kvamme, Retail Director, Norrøna
Free to focus on what matters
Retail has always been about people. And when store associates aren’t buried in admin or battling bad tech, they finally get to focus on what really counts – connection.
That moment of eye contact. The small talk that leads to the perfect recommendation. The confidence to upsell because you actually know what’s in stock. These are the things that keep customers coming back.
But when systems are clunky, those moments are rare. Associates are stuck behind counters or running to the stockroom, leaving customers to fend for themselves. The result? Missed sales. Lost loyalty. Frustrated staff.
The flip side? Look what happens when you give your team tools that work for them rather than against them:
“We designed the system around real-life store needs. We asked our store teams what they struggled with, and then built a solution that tackled those pain points. That level of involvement made a big difference – it meant the tech wasn’t just usable, it was genuinely helpful. Now our associates spend less time solving tech problems and more time helping customers.” - Henning Fladland, Product Manager, Varner
“As a premium brand, we need to tell our story and explain our products in person. That’s where the magic happens – when customers come into the store and meet our staff. Our associates are the ambassadors who bring the brand to life and tell the story in a way that truly connects. We believe in better service, not self-service. Our focus is on connecting with the customer, understanding their needs, and recommending the right products for their activities.” - Bård Kvamme, Retail Director, Norrøna
“Retail tech is not a one-time investment; it’s an evolving relationship, one that should grow and adapt alongside your business. Your systems, your people, and your goals need to move in harmony. When that happens, store teams can stop firefighting and start thriving.” - Mobarak Said, former Head of IT & Digitalization, Illum
Happier teams, better stores
Happy teams don’t just smile more – they sell more, stay longer, and create the kind of in-store atmosphere that no algorithm can replicate.
But let’s be clear: happiness at work doesn’t come from free snacks or team socials. It comes from feeling confident, capable, and in control. And that starts with giving store associates the tools they need to do their jobs brilliantly.
When tech is clunky or unreliable, morale takes a hit. It’s draining. It leads to more errors, more customer complaints, and more reasons to dread the next shift. But when systems are smooth, intuitive, and empowering? Everything changes, as these retailers discovered:
“The biggest shift came in how people felt. With the old system, there was always a level of frustration – you could see it in how staff talked about their work. When we introduced Sitoo, it wasn’t just faster or more flexible – it actually changed the energy in the store. People felt like the company was investing in them, not just the tech.”- Peter Joelsson, CIO, Webhallen
“We’ve seen a real improvement in employee engagement. Our associates are empowered; they have everything they need to help customers effectively, without the frustration that legacy systems can create. Customer service has improved because the tech works seamlessly, and everyone is on the same page. We can make data-driven decisions, go deeper with analytics, and leverage data in ways we couldn’t before.” - Mobarak Said, former Head of IT & Digitalization, Illum
Final thoughts: Tech that works for people
Retail is changing fast - but the heart of it hasn’t. It’s still about people helping people. And in a world of rising expectations and endless complexity, your store teams are more important than ever.
They’re your front line. Your heartbeat. The ones turning browsers into buyers and everyday transactions into lasting impressions.
So don’t just ask what tech can do. Ask what it can unlock.
Give your teams tools that make them feel smart, confident, and in control. Listen to what they need. Choose tech that fits around them – not the other way around. And watch what happens when frustration turns into flow, and pressure turns into pride.
Here’s what the retailers doing it right have taught us:
Start with your people. Ask them what slows them down. Then fix it.
Put power in their pockets. The right mobile tools unlock smarter, faster service.
Let tech handle the boring bits. Free up headspace for real human connection.
Invest in the experience of work. Because when people love their job, it shows.
You don’t have to get it perfect. You just have to get started – with empathy, clarity, and a little bit of courage.
“Our saying at Norrøna is simple: retail is all about people. We can have great locations, build beautiful stores, and offer the best products, but at the end of the day, it’s always about the people – our store associates. They are the true ambassadors of the brand. They represent Norrøna, explaining who we are, what our products do, and the technical aspects of everything we offer.” - Bård Kvamme, Retail Director, Norrøna
Last updated: August 25, 2025
