Retail Technology Show report: Knowledge is power when driving in-store CX

Knowledge tops consumers’ expectations when it comes to store associates adding value to shopping experiences, according to research from Retail Technology Show.

Over 2,000 UK shoppers were surveyed for the report.

40% felt store associates were the key factor that could make or break customer experience when in-store, with knowledge the defining factor in crafting positive shopping experiences. 

A further 42% said they wanted retail staff to be knowledgeable, while 26% would be more likely to use physical stores in the future if knowledgeable and experienced staff were on hand to support their path to purchase.

56% of customers expect store staff to be as clued up as them across channels. 

27% want store associates to have the same level of digital information as them when they arrive in the store, with a further 29% expecting staff product knowledge to span across retailers’ sales channels.

34% of people valued retail staff more than they did before the Covid-19 pandemic, having become more respectful of the role they play in their buying journeys. 

Just 15% wanted in-store interactions to be automated, with robots welcoming them into the shop or helping them find items.

However, 41% felt retailers could do more to support their frontline staff, with 19% saying retail workers could be better connected to improve the delivery of customer service in-store.

Matt Bradley, Event Director at Retail Technology Show, comments: “It’s no secret that good employee experiences create positive customer experiences – and those connections between the shopper and the store staff, who embody and represent the ‘face of the brand’, are crucial in not only driving conversions, but delivering the buying experiences that engender long-term customer loyalty. “

“However, retailers need to ensure store staff remain supported – through processes and connected technology – to continue to elevate that ‘human touch’ in-store that shoppers value so highly.”

Store associatesStaff WriterRetail Technology Show, Matt Bradley, Omnichannel retail, Stores, Online retail, Store associatesComment