VoCoVo research: Retail technology revolution should not cast aside staff

54% of UK shoppers prefer interactions with both workers and technology rather than fully automated retail experiences, according to research from VoCoVo.

The company surveyed 4,024 people who shop online and in physical stores in the UK and US.

49% value store workers more as a result of the coronavirus pandemic.

Crowded stores, stock shortages and a lack of product knowledge: here’s how to deal with customers’ top frustrations: https://t.co/WTfxf48IOZ
— VoCoVo (@VoCoVo_UK) May 4, 2021

82% of UK shoppers, meanwhile, will change the way they shop as a result of Covid-19, with 21% saying they will shop more using touch free payment methods and 34% planning to purchase more items online.

28% believe retail workers improve the in-store experience.

At the same time, 22% of those surveyed get frustrated by staff inefficiency and 18% by poor customer service. 48% admitted to regularly purchasing items on their phone while in-store.

And 23% would leave a store and do research at home rather than ask an employee for information.

“The retail sector is experiencing a clear shift in consumer habits which have been influenced by the pandemic,” says Martyn Jones, CCO, VoCoVo.

“The preference for contact free payments is symbolic of the acceleration towards a cashless society and retailers need to ensure in-store experiences are as frictionless as possible.”

“However, to provide a seamless experience to satisfy everyone, it’s clear the retail worker still has a vital role to play. Retailers that implement technologies which enable store staff instead of replacing them will be best placed to succeed post-pandemic.”