Brick-and-mortar retail remains the backbone of the industry, accounting for 72 percent of U.S. retail sales. Yet, the people who power it—store associates—are often overlooked. In fact, 50 percent of hourly workers leave their jobs within the first 120 days. Exceptional customer service depends on supporting the people who deliver it. When the in-store experience falls short, poor customer service is almost always the culprit. Meanwhile, digital sales are already providing ROI for retailers who invest in technology and talent.
“We’ve been focusing all our investment and energy on e-commerce for the last 15 years, and the in-store experience has fallen behind. Knowing that brick and mortar is not going to go away and is going to continue to be a critical piece of a brand’s strategy and growth, how do we now do better in-store and modernize the in-store experience? How do we use AI agents to improve both customer experience and associate experience in tandem to drive better outcomes?”
—Jackie Walker, Publicis Sapient Retail Experience Strategy Lead, North America
With 90 percent of retailers investing in technology, the opportunity to empower associates with AI is greater than ever.
A loyal online customer walks into the store for the first time, looking to buy yoga gear. A new associate, with zero knowledge of their preferences, taps a mobile device connected to the customer’s phone number on their loyalty account. Instantly, the device pulls up the customer’s size, purchase history, spending habits, and loyalty status. An AI agent then suggests the ideal workout gear based on inventory and preferences, helping the associate recommend the perfect fit and even offer a loyalty reward.
In a big-box store facing a staffing shortage, AI helps reduce the stressful toll of the lack of staff. Instead of chaos from delayed orders and mislabelled shipments, AI-powered order management systems (OMS) guide associates in real time, optimizing picking paths, answering questions from new employees, and helping managers with staffing—freeing associates to focus on customers.
In the store, AI-powered cameras (computer vision) become a valuable tool in retailers’ arsenals in conjunction with traditional theft prevention techniques. These cameras will make theft prevention less obtrusive, and practices like checking receipts or storing things in locked cabinets won’t cause as much friction for the shopper or employee.
There’s a major hurricane hitting the southern coast of the U.S., and shoppers are eager to stock up on essentials—from Instacart to BOPIS to going in-store. Products are rapidly flying off the shelves, but the store keeps up in real time. DSL lighting systems help picking associates find the right item. Stock to light helps third-party shoppers see what’s out of stock and alert the customer, and store associates receive pings on their mobile device to restock. Finally, customers are prevented from buying items online that aren’t in stock, reducing order cancellations and subsequent frustration.
Retail technology has evolved rapidly—DSLs, automated warehouses, mobile devices, RFID—leaving many store associates overwhelmed rather than empowered. Despite these advancements, some retailers still lack basic mobile tools for their in-store teams, while others cite employee skill gaps as a major barrier to utilizing tech already in play.
Yet 40 percent of retail workers feel their employers don’t adequately invest in their technology needs, and 20 percent feel it’s a non-priority. The stakes are high: Without intelligent systems, retailers risk profit losses compared to their AI-enabled competitors.
Agentic AI offers a solution to the average of 12 technology systems that store associates have to access daily. Specialized, autonomous AI systems, leveraging generative AI, natural language processing, and machine learning, can pull together tools across systems and data sources—not only to provide information but to connect workflows and carry out retail associate tasks.
By taking on repetitive or complex processes, AI allows associates to refocus on what matters most: delivering personalized, high-touch customer service that defines the in-store shopping experience. AI agents, powered by platforms like Salesforce, are revolutionizing the role of in-store associates by enhancing clienteling and enabling meaningful customer interactions. With access to a Customer 360 view—unified, real-time customer data—AI surfaces actionable insights such as purchase history, preferences, and personalized recommendations. This empowers associates to engage customers with tailored offerings, suggest complementary products, or highlight relevant promotions based on prior engagements.
A comprehensive AI ecosystem ensures every touchpoint—whether online, in-app, or in-store—is connected, giving associates a holistic understanding of each customer. By streamlining workflows and surfacing relevant insights, AI agents elevate clienteling, making interactions more efficient, personalized, and impactful.
The future of retail lies not just in adding more technology to improve the bottom line, but in also using it to bring the human connection back to the forefront. AI-driven tools enable associates to focus on building relationships, delivering value, and creating the high-touch experiences that customers expect.
"The key to a thriving retail operation is mastering the metrics that drive productivity and profitability while delivering exceptional customer experiences. This combination not only boosts loyalty but also inspires positive behaviors that fuel top-line growth."
—Jackie Walker, Publicis Sapient Retail Experience Strategy Lead, North America
Agentforce and Publicis Sapient provide complementary solutions to help retail store associates and enterprises leverage the power of AI and seamless systems, enabling full-stop integration.
The Merchant Agent, part of Salesforce’s Agentforce suite, transforms commerce operations by equipping merchants with AI-driven tools to optimize performance, automate workflows, and enhance customer engagement. Built on Commerce Cloud, it streamlines processes and delivers actionable insights for smarter decision-making.
Agentic AI holds immense promise, but technology alone is not enough. To truly unlock the value of agentic AI and other digital tools, retailers need a partner who understands the nuances of both front-stage and backstage operations and how these elements work together to improve the experience for associates and customers.
Publicis Sapient does not just implement technology; we design and orchestrate holistic solutions that put the customer and the associate at the center.
Together, Agentforce and Publicis Sapient help businesses integrate AI technologies to automate workflows, drive better decision-making, and achieve operational excellence, while ensuring seamless systems integration to maximize AI’s true potential.
Publicis Sapient is a digital business transformation company. We partner with global organizations to help them create and sustain competitive advantage in a world that is increasingly digital. We operate through our expert SPEED capabilities: Strategy and Consulting, Product, Experience, Engineering, and Data, which combined with our culture of curiosity and deep industry knowledge, enables us to deliver meaningful impact to our clients’ businesses through reimagining the products and experiences their customers truly value. Our agile, data-driven approach equips our clients’ businesses for change, making digital the core of how they think and what they do. Publicis Sapient is the digital business transformation hub of Publicis Groupe with 20,000 people and over 50 offices worldwide. For more information, visit publicissapient.com.
Salesforce is the #1 AI CRM, where humans with agents drive customer success together. Through Agentforce, our groundbreaking suite of customizable agents and tools, Salesforce brings autonomous agents, unified data from any source, accessible analytics, and best-in-class Customer 360 apps together on one integrated platform to help companies connect with customers in a whole new way. Salesforce is proud to be the market leader, but we’re even more proud to lead in philanthropy, innovation, and culture. Guided by core values of trust, customer success, innovation, equality, and sustainability, Salesforce is more than a business—we’re a platform for change. Learn more at salesforce.com.