April 12, 2012, 11:32 AM

Gucci outfits its store employees with iPhones

The retailer wants staff to spend more time on the floor with customers.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Store employees' iPhones will come with the Gucci Style app.

Luxury retailer Gucci knows well that its apparel is a high-consideration purchase. Store employees can help clinch sales with their fashion expertise—but not if they’re tied to a cash register.

This is why Gucci is outfitting staff at select stores in the U.S., Europe and Asia with iPhone 4S devices, so staff members can roam the floor helping customers and check them out on the devices anywhere in the store.

Gucci is using app technology developed and customized by Micros Retail to enable employees to check customers out on the mobile phones and e-mail them  receipts. The devices wirelessly connect with a store’s point of sale system to complete a transaction.

The devices also are loaded with the Gucci Style app, a mobile commerce-enabled fashion magazine, as well as utility applications such as Google Translator, Google Maps and a currency converter.

“We have a firm eye on the future and this program confirms Gucci’s strong commitment to new technologies,” says Patrizio di Marco, president and CEO of Gucci. “Not only are we setting new frontiers between fashion and technology, we are also further enriching the touch points between our customer and the brand, thus enhancing the in-store experience.”

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