RetailWire started a discussion on the application of technology to enable the store associate as compared to enabling customer self service. Store systems can accomplish both. There is no reason why the emphasis should be on customer self service. Enabling the store associate to assist customers is a very powerful approach. We pay lip service to ‘customer experience’ and ‘customer touch points’ and ‘increased customer service.’ Store associates can and, in many retail formats, should provide all three of the above. Empowering store associates with appropriate technology solutions should be top of mind for retailers. Technology that enables the store associate to be of help to the customer should be considered. Read more commentary here.