Most retailers think of their phone system as a necessary nuisance. When we really analyze our retail customer's calls we can help save costs by implementing a simple IVR to answer frequent questions like hours and locations. If it is a multi-site chain we can aggregate calls to a common locations so that an expert can handle all calls related to a specific segment of business versus having someone at each store knowledgeable about all facets of the organization.
Additionally, use your voice system to capture metrics related to advertising campaigns. Just as you would gather "clicks" from web site hits, you can gather interest coming in over your voice lines. Together you get a comprehensive picture of your advertising effectiveness.