Retail Technology Show research: many Brits feel retail staff make or break in-store experiences
The human touch delivered by staff is playing an increasingly important role in crafting superior customer experiences in-store, according to new research from Retail Technology Show, which kicks off today at London’s Olympia.
A survey of over 1,000 UK consumers revealed that 53% felt store staff either ‘make or break’ the shopping experience, rising by +13 percentage points year-on-year. 37% now more respectful of retail staff since before the start of the pandemic, rising +3 percentage points since 2022.
34% of those shoppers polled thought retailers could do more to look after their workforces in the current economic climate, while a further 25% said retail staff should be paid more by their employers to help them with the rising cost-of-living.
The Centre for Retail Research estimates that almost 15,000 retail jobs have been lost since the start of the year as retailers grapple with inflationary pressures impacting manufacturing, supply chains and labour costs.
However, in spite of these rising cost bases, many retailers are choosing to invest in recruiting and retaining talent, and are putting measures in place to help store associates in light of the rising cost-of-living, recognising the role they play in the delivery of customer service and experience.
And, increasingly efforts by retailers to look after and support their staff is influencing customer loyalty, with a fifth of UK consumers polled by Retail Technology Show saying that how a retailer or brand supports, pays or looks after its staff impacts their decision to buy from them.
Meanwhile, a further 18% would question their loyalty to a brand or retailer if the business wasn’t supporting its employees.
Matt Bradley, Event Director at Retail Technology Show, comments: “Retail is - and always has been - a people business.”
“Both retailers and their customers continue to recognise the central role retail staff play in creating those key moments in in-store shopping journeys that keep bricks-and-mortar relevant, immersive and brand-rich.”
“And while the need for technology that blends in-store and online customer experience is also growing, the human touch sits at the heart of successfully and seamlessly blending the two channels within the store.”
Retail Technology Show headliner, Mary Portas, will shine a light on the role of human connectivity and the Kindness Economy in the future of retail, speaking on the Headline Stage on day two of Retail Technology Show.
Moderated by retail broadcaster and Customer Whisperer Kate Hardcastle, Portas will explore what the new value system of the Kindness Economy means for retailers, and their omnichannel technology roadmaps, for 2023 and beyond.
Sports broadcaster and High-Performance podcast host, Jake Humphrey will join Retail Reflections’ Andrew Busby on the Headline Stage on day one for a fireside chat, which will explore how retail leaders can ensure their workforce can perform at their highest level, at a time when the role of retail staff is having a greater impact upon delivering enhanced customer experience for shoppers.
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