Target has recently implemented generative artificial intelligence tools to enhance the in-store experience for both employees and shoppers.
Target Unveils 'Store Companion' Chatbot for In-Store Assistance
On Thursday, the retailer announced the development of a new chatbot called Store Companion. This innovative tool will be available as an app on a store worker's hand-held device.
The chatbot is capable of providing assistance with tasks such as restarting a cash register or enrolling a customer in the retailer's loyalty program, Barrons' via MSN reported.
In an interview, Brett Craig, Target's chief information officer, emphasized the importance of instilling confidence in workers to better serve their guests.
According to Roy Singh, a global head of Bain & Co's advanced analytics practice who collaborates with retailers on generative AI initiatives, the retail industry is exploring the use of generative AI with the aim of enhancing the in-store shopping experience to resemble online shopping.
Target Expands Testing of Store Worker App to 400 Locations
Target is currently conducting tests on the device in 400 stores and aims to make the app accessible to the majority of its employees across its nearly 2,000 locations by August.
Retailers have enhanced the online shopping experience for customers by implementing predictive technology that offers personalized suggestions for items to purchase.
Shoppers also find e-commerce to be more convenient than the traditional in-store shopping experience, where they have to search for workers, The New York Times reported.
The Target app is designed to enhance worker efficiency in addressing shopper inquiries.
According to Craig, he is frequently questioned about the potential for these tools to replace workers. He emphasized the significance of the relationship between people and technology. "Our goal is to ensure that they have access to the necessary resources for their work."
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