The retail landscape is evolving rapidly as customers increasingly research and shop online. However, despite the convenience of e-commerce, brick-and-mortar stores still play a crucial role in purchasing decisions. To help retailers understand shifting consumer expectations, Salesfloor conducted a comprehensive study surveying 500 North American shoppers about their online and in-store retail habits.
The Changing Retail Experience: What Customers Expect
Consumers demand a seamless shopping experience, whether they browse in-store or online. Our study highlights the critical role sales associates play in influencing purchase decisions and building customer loyalty.
Key Insights from the Study:
1. Sales Associates Influence Purchase Decisions
87% of shoppers say their in-store purchase decisions are influenced by store associates.
58% are more likely to buy an item recommended by a sales associate.
2. Customers Want Personalized Interactions with Sales Associates
84% seek out help or recommendations from sales associates.
77% are more likely to make a purchase from a sales associate they have worked with before.
73% say sales associates who remember their personal style impact how much they buy.
The Online Shopping Experience Is Falling Short
While in-store interactions remain essential, many shoppers feel online shopping lacks the personalized service they desire. The study found that:
53% of shoppers want the option to shop online with a sales associate.
58% believe it would be helpful to see sales associates’ recommendations and insights online.
Retailers who fail to integrate sales associates into their digital experience risk losing engagement and potential sales.
The Opportunity: Empowering Omnichannel Associates
With consumers receiving more marketing messages than ever, personalization is key to breaking through the noise.
62% of shoppers prefer receiving personalized marketing emails from individual sales associates.
60% are more willing to share their email and personal information with individual associates rather than generic brand promotions.
To bridge the gap between online and offline shopping, retailers must empower their sales associates to become omnichannel associates. This means equipping them with tools to engage with customers both in-store and online, allowing shoppers to interact directly with their preferred store or associate. By providing personalized services online, retailers can create a frictionless experience that fosters customer loyalty and drives higher conversions.
The Future of Retail: Seamless, Personalized, and Connected
Retailers who adapt to these evolving consumer preferences will not only enhance the customer experience but also boost sales and retention. The key takeaway? A true omnichannel strategy doesn’t just focus on technology—it prioritizes human connections at every touchpoint. By integrating personalized service across all channels, retailers can ensure their customers receive the best of both online convenience and in-store expertise.
Are you ready to take your customer experience to the next level? Discover how Salesfloor helps retailers create seamless, personalized shopping experiences that drive results.