Assisted Sales: bringing the benefits of online to the shop floor

, 14th February 2017

Online ordering in-store has been shown to increase revenue by 1-3% and secondary purchases by up to 35%. Providing sales colleagues with a customer-facing application on a tablet or other mobile device gives them the ability to offer all the benefits of online in-store.

Red Ant’s Assisted Sales application is a complete in-store eCommerce solution that brings all the benefits of online retail to the shop floor, from rich product information to online ordering and queue busting. Built using our connected retail platform and integrated with eCommerce, ePOS, payments, CRM and more, it increases sales, maximises stock efficiency, and boosts customer experience.

  • Maximise stock performance and save the sale
  • Empower colleagues to sell more
  • Deliver seamless multichannel journeys
  • Integrate with existing systems and processes
  • Provide better personalisation with unified customer profiles
  • Empower stores with rich digital content

Online ordering in-store – otherwise known as ‘endless aisle’ – has been shown to increase revenue by 1-3% and secondary purchases by up to 35%. Providing sales colleagues with a customer-facing assisted sales app on a tablet or other mobile device gives them the ability to offer all the benefits of online in-store. Colleagues can offer the customer’s requested product, cross-sell, upsell and make recommendations relevant to their previous online orders, wishlists etc as well as highlight cross-channel promotions and offers.

Customers have the freedom to review and find stock online and in other stores, place an order and choose their preferred method of delivery. At busy times of the year, colleagues equipped with the means to find stock, take orders and process payments while on the shop floor can help to reduce queues and maintain sales and service levels.

Arcadia Group partnered with Red Ant to roll out online ordering in-store

We developed an online ordering in-store service for seven of the Group’s brands — Topshop, Topman, Miss Selfridge, Evans, Burton, Dorothy Perkins and Wallis. Developed to improve in-store sales, efficiencies and customer service, the dedicated assisted sales application connects online with offline to bring all the benefits of the website to the physical store.

Designed as a fully branded customer-facing application, the system allows sales colleagues to provide a speedy, well-informed service for customers, reflecting each brand’s existing high-quality online shopping experience. The iPad application fully integrates with existing retail web services, systems and data from across the business to empower colleagues to provide excellent customer service:

  • Fully transactional checkout, full stock visibility, and the ability to click and collect from other stores
  • Allows sales colleagues to order items for customers from central stock that are not available in store
  • Fully integrated for real-time product information, gift card transactions and promotions
  • Single-screen checkout designed specifically for assisted selling with iPad tightly integrated with wireless Bluetooth Chip & PIN device to process transactions in seconds

What’s more, because the application was built on existing integration work and the award-winning interface developed for the Arcadia brands’ consumer mobile applications, Red Ant was able to deliver the service with unprecedented efficiency and faster speed to market, giving colleagues an intuitive, easy-to-use experience that also minimises training.


A multi-brand limited-store pilot demonstrated the commercial potential of the solution and generated invaluable staff and customer feedback and rich performance data. Online ordering in-store has since been rolled out to some 1,400 UK stores and continues to receive very positive feedback from customers and colleagues alike as the service is enhanced in response to feedback. Commercially, the service has proved to be an important addition to Arcadia’s multichannel offering and now accounts for more than 5% of online sales.

Dan Mortimer, CEO at Red Ant, said: ‘We’ve been working closely with the Arcadia Group for several years now and we know that Arcadia’s customers expect a well-informed, personalised service. Our technology empowers sales colleagues to deliver a truly connected store experience, bringing the convenience and simplicity of shopping online into the store and contributing to the Group’s overall innovation and connected retail ambitions.’

Simon Pritchard, Group Digital Director of Arcadia Group, said: ‘Arcadia Group is always looking for exciting ways to develop our business and encourage new ideas and innovation that will resonate with our customers and improve their shopping experience, both in-store and online. With online ordering in-store, combining Red Ant’s technology and wider industry experience with a highly customer-focused, evidence-based development process has delivered a major advance against our ambitions to provide a richer and more connected experience in store.'