Do you cringe when the conversation turns to computers and software?

Do you make up an excuse when someone asks you for your business’s website address—or proudly announce your preference for doing things “the good old-fashioned way?”

The basics of business haven’t changed much over time, but the tools used have evolved rapidly in the past decade.

And business tools in the 21st century are usually in the form of a computer application, web-based service or wireless device that interacts with computers or other such devices.

Take our retail technology quiz to see where you fall on the spectrum between antiquated and ahead-of-the-pack.

1. How many times a week do you access the Internet from your business?
a) I don’t have Internet access at my business
b) About once a month
c) About once a week
d) Once a day or more

2. How often do you contact your customers via e-mail?
a) I don’t have access to e-mail
b) A few times a year
c) Once or twice a month
d) More than twice a month

3. If your business has a website, how often is it updated?
a) My business does not have a website
b) Less than twice a year
c) 2-10 times a year
d) Once a month or more

4. If your business has a website, who maintains it (makes small changes, such as prices or sale announcements)?
a) My business does not have a website
b) I maintain the website myself or have an employee maintain it as a small part of the job
c) I outsource my website maintenance
d) I have a staff person whose primary duty is to update and maintain the website

5. If your business has a website, can customers purchase items directly from it?
a) My business does not have a website
b) My website only gives general information; customers cannot make purchases online
c) My website shows products offered, but customers cannot make purchases online (must come into store or contact me by phone or e-mail to purchase)
d) My website is an online store where customers can purchase items online

6. How often do you use an online auction site (eBay, uBid, etc.) to sell a product?
a) I never use online auction sites
b) I have used online auction sites a few times
c) I use online auction sites on a somewhat frequent basis
d) I use online auction sites as my primary form of online selling

7. Do you use an affiliate program or third-party Internet site, such as Amazon.com, to sell your products online?
a) I have never used an affiliate program or third-party site to sell products
b) I use an affiliate program or third-party site and have made one or two sales through it
c) I use an affiliate program or third-party site and make several sales a month through it
d) I use an affiliate program or third-party site as my primary form of online selling

8. Does your business use point of sale (POS) or inventory control software?
a) My business does not use POS or inventory control software
b) I use basic POS or inventory control software but not both
c) I use a standard POS system that includes inventory control
d) I use an advanced POS system that manages several aspects of retail management (inventory control, customer database, etc.).

9. How does your business handle back-office tasks, such as accounting, taxes, payroll, etc.?
a) I use basic bookkeeping practices without the aid of computer software
b) I handle basic back-office tasks with individual software applications
c) I outsource all or most back-office tasks
d) I use a single system (POS or other) to handle most or all back-office tasks

10. How does your business maintain and use a customer database?
a) My business does not maintain a customer database; or I keep a list of customers and their addresses but do not use software to manage the list
b) I use software to maintain and use my customer database
c) I outsource the maintenance of my customer database
d) My customer database is integrated into my POS system or my online store software

11. What technology do you use as part of your customer service?
a) Telephone only—customers may call during business hours or leave a message
b) E-mail—my business’s website shows an e-mail address customers can use to ask questions or inform me of problems
c) Enhanced e-mail—my store’s e-mail address is on my website as well as all printed material from my store, and someone checks for and responds to e-mail within 24 hours
d) Online “live chat” customer support—my business’s website offers customers the option to ask a staff person questions through a “live chat” service.

12. Aside from a credit card terminal, what payment devices or services do you use? For example: a PIN pad for debit cards, a device to accept contactless credit cards, a mobile terminal, or AVS or CVV2 verification for Internet or other card-not-present transactions.
a) None—nothing else is needed
b) None, but I am considering adding one in the next year or two
c) One
d) Two or more

13. What system does your store use for gift certificates or gift cards?
a) I don’t offer gift certificates or cards
b) I use paper gift certificates
c) I participate in a basic gift card program, with gift cards sold in standard increments of $10, $25, $50 etc.
d) I participate in a full-featured gift card program that is integrated with my POS system or my online store; it allows my customers or me to check balances, and I receive regular reports

14. How does your business obtain “benchmark” information—data that show how your business compares to others?
a) I observe how my competitors appear to be doing, watching their prices, their parking lots, etc.
b) I calculate my business’s key numbers (or have my accountant do it), then I buy information compiled by retail analysts to see how I compare
c) I pay my accountant or other service provider to provide this information
d) I use a web-based business benchmarking service

15. What is your attitude toward the increasing use of technology by large retailers?
a) I think it’s a waste of money or an annoyance; customers do not want or need such gimmicks
b) It’s fine for those retailers who can afford it, but my business will never need—or be able to afford—most new technologies
c) If it can be shown to help my bottom line, I am willing to invest in new technologies
d) I can’t wait to adopt each new technology in my store

Of course, retailers have their own styles and comfort levels regarding technology, but you are increasingly at a competitive disadvantage by not embracing the newer tools developed by your more adventurous colleagues to make business easier.

MRA’s job is to inform you of ways technology can make your business more successful. It’s just too tough out there to rest on your laurels or to keep grinding away with the same old processes.

Coming soon
In upcoming issues, the Retailer will feature a column by John Mayleben, MRA’s expert on retail technology. Mayleben’s column will address issues in technology that affect business owners and offer ways they can put technology to work to improve their bottom line. After all, the point of a fantastic website, a smooth-running e-mail marketing plan, or a new POS system is to increase business with fewer long-term expenses.

Your store may or may not benefit from investing more in retail technology, but making an informed decision on a specific technology requires a basic understanding of the benefits as well as the costs.

There was probably a time 120 years ago when some merchants felt they could run their stores without a phone, but it didn’t last long. Just as you wouldn’t dream of running a business without a phone, you may not want to wait too long to adopt today’s technologies for delivering better service and operating more efficiently.