NewStore: Retailers must invest in mobile tech as consumers continue to demand more from frontline workers
NewStore has published a blog post summarising the results of its annual consumer survey.
Each year, the company asked more than 1,000 people about the shopping experiences they expect modern store associates to provide.
NewStore revisited the annual survey to better understand how consumer sentiment has shifted over time. And the key takeaway is this: consumers continue to demand more from frontline retail workers.
In fact, consumer expectations for store associates’ capabilities increased in 22 of the 24 omnichannel categories that were assessed year over year.
For comparison, in 2023, expectations were up in 18 of 24 categories. Not only that, but expectations for each capability increased by an average of 5% across the board.
Key findings
Demand for clienteling and remote selling is up: 60% of consumers expect store associates to contact them about new product arrivals, promotions, and more (up from 57% in 2023 and 48% in 2021 ), while 43% of consumers expect associates to offer remote selling options (up from 35% in 2023 and 26% in 2021).
Expectations for personalisation increase: 50% of consumers expect store associates to be able to access their loyalty profiles and apply rewards just by knowing their names (up from 42% in 2023 and 37% in 2021), while 53% of consumers expect to be able to schedule one-on-one in-store appointments with an associate (up from 46% in 2023 and 33% in 2021).
Demand for associate mobility continues to rise: 63% of consumers expect store employees to have a mobile device (up from 59% in 2023 and 54% in 2021), and 46% of consumers expect associates to be able to check them out anywhere on the store floor with a mobile device (up from 43% in 2023 and 33% in 2021).
Endless aisle and mixed cart expectations remain high: 68% of consumers expect store associates to be able to sell products that aren’t available in the store and ship them (up from 67% in 2023 and 2021), while 63% expect associates to be able to sell products in-store along with items that are not available in-store (up from 57% in 2023 and 56% in 2021).
Checkout innovations continue to see interest: 45% of consumers expect to be able to check themselves out with a mobile device without ever interacting with a store associate (up from 42% in 2023 and 39% in 2021), and 66% expect store associates to accept all forms of contactless payments like Apple Pay, Google Pay, Venmo, and others (up from 63% in 2023 and 2021).
NewStore concludes: “This year’s survey highlights a clear and ongoing trend: consumers are increasingly demanding more from retail store associates, particularly in terms of omnichannel capabilities and personalised experiences.”
“The rising expectations across various categories underscore the necessity for retailers to continuously adapt and enhance their service offerings.”
“Investing in mobile technology, enhancing personalised shopping experiences, and integrating seamless omnichannel capabilities are no longer optional but essential for meeting consumer demands.”
“By staying ahead of these trends and understanding their customers’ evolving preferences, retailers can ensure they provide exceptional shopping experiences that drive loyalty and satisfaction.”
Read the blog post in full here.
2023 RTIH INNOVATION AWARDS
NewStore emerged victorious at the 2023 RTIH Innovation Awards, picking up the Omnichannel Retail Initiative of the Year gong for its work with Footasylum.
Our winners were revealed at a fantastic awards ceremony, which took place at the Barbican Centre in central London.
The event was held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.
Check out the full winners list here.
2024 RTIH INNOVATION AWARDS
The sixth edition of the RTIH Innovation Awards is now open for entries.
The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.
This year, we’re bringing you three new categories: AI Innovation, Sustainable Retail Innovation, and Inclusive Technology Innovation.
Key 2024 dates
Friday, 25th October: Award entry deadline
Tuesday, 29th October: 2024 shortlist revealed
30th October-6th November: Judging days
Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.
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