In an era dominated by e-commerce, the physical store remains the heart of retail — but only for those who leverage technology to enhance the human touch.
Retailers have spent the past decade investing heavily in e-commerce, yet brick-and-mortar stores remain the center of retail, with 71% of sales projected to take place in physical locations by 2030, according to the U.S. Retail E- Commerce Forecast by Forrester.
Stores remain competitive because the in-person experience continues to improve through digital tools. Equipping sales associates with mobile devices is playing a central role in this, allowing them to deliver more personalized service and turn more interactions into sales opportunities. With the right digital tools in hand, associates can become one of retail’s most powerful revenue drivers. Here’s how.
The human advantage in a digital retail world
Humans still shape the in-store experience. Even as customers handle their own research online, they still rely on human associates to answer questions and guide decisions, making them more likely to buy.
While AI assistants are making significant inroads, the majority of shoppers still prefer the human touch. A 2025 study by JLL Design revealed that only 32% of global consumers would prefer a highly efficient AI bot to a human associate who isn’t fully informed.
That’s because humans still beat AI when it comes to soft skills like empathy, active listening and emotional intelligence. A well-timed recommendation, show of understanding or quick, confident answer may make the difference between a customer completing a purchase or walking out empty-handed.
The challenge is that many associates are expected to deliver this level of service without immediate access to essential information and updates. That makes it hard to respond effectively and serve the exact customer need in the moment, leaving store associates underutilized as a revenue driver for many businesses.
How mobile devices enhance the point of service
Retailers can close the gap by equipping associates with mobile devices like Samsung Galaxy S26 Series and tablets like Galaxy Tab S11 and Tab A11+. These tools put critical information and capabilities directly in their hands wherever they are in the store. With real-time access to these details, associates are able to engage with customers more effectively.
Traditional store technology was not designed for this level of flexibility. In that world, associates may need to switch between systems to check inventory, look up product details or answer questions, which takes precious time and disrupts the flow of the experience. Fixed point-of-sale systems require customers to move to a register to complete a purchase, sometimes forcing the customer to wait longer and creating friction at the most critical moment in the buying journey.
These limitations directly impact revenue. Delays or incomplete information increase the likelihood of missed conversions and abandoned purchases, even when customers arrive ready to buy.
Mobile tools change that dynamic by redefining where and how selling happens. By bringing key capabilities together on a single device, retailers can extend the point of service beyond a fixed location and into every conversation on the sales floor. For this reason, investing in digital solutions creates more efficient retail operations.
Mobile-powered selling in action
With a mobile device in hand, an associate may pull up information without leaving the customer’s side. They can also complete transactions on the spot. The Samsung Galaxy S26 Series brings these capabilities together in a familiar, easy-to-use format, with built-in tools that allow associates to scan items, check inventory and process sales.
Tablets expand these capabilities further. Larger screens, such as those on the Galaxy Tab S11 and Galaxy Tab A11+, make it easier to compare options side by side and walk customers through features, images and product demos.
That can make a meaningful difference for higher-dollar purchases where customers often do extensive research before buying. Associates are able to support that process in the moment, so people don’t leave to research at home or turn to AI assistants.
If a customer has shopped with a retailer before, associates can pull up purchase history and account information, when available, to make more relevant recommendations, suggest pairings and offer a more personalized experience.
Together, these capabilities shift the role of the associate from simply handling transactions to acting as a trusted advisor, helping guide decisions and build stronger customer relationships.
Turn service moments into retail sales opportunities
Whether a sale happens often comes down to a few key moments, such as a quick answer or a seamless checkout experience. Mobile devices make it easier to capture those moments by streamlining the process.
They also allow associates to stay engaged with the customer the entire time, rather than stepping away to check inventory or look up information. That helps keep the interaction moving and reduces the risk of losing the sale.
The impact is measurable. Faster transactions can improve conversion rates, while more targeted recommendations have the potential to increase the average order value. A smoother overall experience also strengthens customer satisfaction and long-term loyalty. Mobile devices are enabling store managers to spend more time on the sales floor supporting associates, too, now that they are able to handle administrative tasks on the go.
Over time, these incremental gains add up. By equipping associates with the right digital tools, retailers can turn everyday service conversations into consistent revenue opportunities.
The next phase of in-person retail
Retailers that invest in mobile-enabled associates are not just improving service. They are building a more agile, customer-centric model where every interaction can generate revenue. As retail evolves, the synergy between technology and human expertise will define success. Investing in mobile-enabled associates isn’t just an upgrade — it’s a necessity for thriving in the next phase of retail.
Learn more about how the Samsung Galaxy S26 Series and the Galaxy Tab S11 and Tab A11+ tablets can support your associates. Also see the best business tablet use cases.
