We are increasingly hearing about the value of improving the shopping experience by adding virtual expertise to the store. As head of Cisco's Retail & Hospitality practice, I frequently talk to customers who are exploring this concept -though what I mainly hear are questions! While many are interested in the idea, they are still trying figure out whether or not a virtual customer expert is going to add more revenue to their bottom line.

Putting a collaborative expert into the store -virtual or physical -can actually be critical to meeting the needs of the consumer, especially during the purchase of a high-priced product or for a purchase where it is very important to make the right decision. However, very often this level of expertise is not available in the aisle when the consumer is dwelling there. And yet, the presence of such an expert can be extremely important. For example:

1. A mother is shopping for an over-the-counter decongestant late in the evening for her child, who is also taking medication for ADD. A pharmacist is not available, but getting the wrong medication could be life-threatening.
2. A couple is buying a printer for their college-age daughter, who shares an apartment with three other students. They need a printer that can be networked so all four girls can print their assignments and research papers.
3. A party host would like to purchase several cases of wine that complement the menu, but are not overwhelmingly expensive.
4. A couple is browsing the latest assortment of home security devices, trying to make sense of what will work with their current network configuration.

Savvy retailers debate how to solve the problem of providing highly paid experts to be immediately available to consumers, without footing the bill for an employee who may be idle part of the time. Additionally, it may be necessary to provide a level of privacy while engaging the expert. The retailer's quandary is how to attractively offer this service in a way to increase basket and justify this use of valuable selling space.

Forward-looking retailers recognize that this capability is part of providing a truly integrated omnichannel experience. Shoppers are no longer either in the store or online... they are both, and sometimes at the same time. Thanks to our mobile devices, consumers can research, compare prices, and shop with our mobile devices in the aisle. According to Macy's CEO Terry Lundgren, retailers need to adopt a "digical" strategy -a term coined by Bain & Company's Darrell Rigby and Suzanne Tager -meaning the seamless integration of digital with physical retail. (For more, check out the article, "The Future of Retail Will Be Won or Lost in 'Digical.'")

In any channel in this digical world, retailers will lose revenue if they are unable to differentiate themselves by providing excellent value, combined with the appropriate amount of customer service. And here is where the virtualized experience can drive a new level of engagement for the brick-and-mortar store. Via video collaboration on a consumer's mobile device, a kiosk display, online, or an associate's tablet, shoppers looking for advice can easily connect with your centralized or outsourced pool of experts for immediate assistance. Let's go back to the scenarios above:

1. A QR code is posted on a sign that reads: "Photograph this sign with your mobile device and you can speak to one of our pharmacists on call 24