Frustrating in-store interactions between shoppers and those working behind the counter are on the rise, thanks at least in part to a growing knowledge gap between the two parties. On one side are so-called hyper-informed shoppers; on the other are employees who might lack the right data or tech tools to deliver great customer service, according to a recently released survey of retail executives and store managers Retail Systems Research (RSR), sponsored by Jumpmind.
“In-store shopping is now tightly connected to the digital experience, with customers arriving to collect online orders, check items they’ve researched, or find something new,” said Lauren Cevallos, Head of Strategy and Customer Success at Jumpmind. “Associates need technology that lets them easily handle whatever comes their way, whether that’s picking and packing an order, processing a return, arranging a ship-to-home item from another store, or scheduling repeat deliveries. When those capabilities work together in one place, associates can keep the experience smooth for the customer, no matter how complex it is behind the scenes.”
Retailers surveyed almost exclusively agreed that’s it’s vital for store associates to provide product knowledge that surpasses the customer’s own research. However, 35% of retailers admit that one of their top operational challenges is meeting these customers’ higher level of service expectations. And just under one-third (32%) of consumers say their favorite retailer provides easy access to customer service when they have a problem.
Most retailers say they’re only “OK” at connecting store associates with consumers’ online shopping data, noting that they have “some but not all” information integrated across channels. Just over a third (36%) say meeting the demands of hyper-informed customers is one of the top threats to their businesses.
“Retailers often rely on legacy technology systems in stores that are not user-friendly for associates,” said Steve Rowen, Managing Partner at RSR. “As a result, associates are often left to find workarounds or leave customers with a less-than-stellar experience.”
Click here for more for the RSR/Jumpstart study.