In-store advice: the key point of customer experience

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Self-purchasing is the norm in most of the stores today. Therefore, the products must be showcased so that they are visible, comparable and purchasable by the customer.

Remains that for certain product categories, the complexity, the technicality or the high-end position of the brand requires the presence of a salesperson. There are many reasons, but the fact is that customers sometimes want to talk to someone to guide and inform their choice. Moreover, not being able to find staff in a department is one of the top three negative feedbacks about stores (with long checkout lines and pushy salespersons).

There is a strong expectation of customers toward the in-store advice expressed through 2 significant numbers. The first one, 73% of customers regularly turn to a salesperson during the shopping journey. The second one is a promise for the future, as 90% say they ask salespersons for help more and more. Certainly, the counter-effect of growing online shopping: the customer in store wants human contact and advice.

The result of in-store advice is a better customer experience and as a consequence higher expenses. If proof of this is needed, remember that 73% of customers say they spend more in stores with good customer service. More than a quarter think that unavailable staff prevent them from buying and 23% often abandon in-store purchase because the staff can’t properly advise them. Rethink merchandising to include in-store advice is a necessity to increase stores revenues in a time of great competition between the physical store and the digital offering.

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