While many retailers worry about the rise of online shopping, there is still plenty of evidence that some consumers prefer to actually visit a physical Store. Stores provide some obvious benefits, like the ability to see a product in person, try it on in the case of clothes, and buy that item immediately. Recent research shows that one of the most important reasons consumers continue to choose physical stores is the knowledgeable staff on hand.

The Survey

A recent study from I-Am found that up to 74 percent of people prefer shopping in a physical store with just 26 percent selecting to shop online. There was a very big caveat in the results, however. Nearly half of those who responded to the survey indicated that employees in the stores do not necessarily improve the customer experience with 71 percent wanting staff to have more knowledge.

What the Results Indicate

The results of that study give some important information to retailers. While customers want to shop at your store, they would strongly prefer to do so if your employees can enhance their buying experience. Shoppers want to be able to ask the sales staff questions and get helpful answers to guide their purchasing decisions. Combined with the fact that more major chains are trying staff-less stores, like Amazon Go, it seems that if the employees do not add value, consumers do not care if they are there. If they are present, however, they want the staff to enhance their shopping experience.

Incorporating This Information

To make the most of this information, figure out what you can do to ensure that your staff is knowledgeable about the products you sell and can improve the customer experience. If you sell clothing, consider a service like having a personal stylist on hand to assist shoppers. Some British retailers are taking these trends to heart and have already made changes. The Waitrose supermarket chain, for example, has upgraded employees to “food ambassadors” and plans on training them so that they can give customers advice on foods and drinks and even lead food tastings. Regardless of your industry, there is a way to use your staff’s knowledge to enhance the customer experience and draw in clients; you just have to find it.

Source:

http://www.retailinsider.com/2018/07/knowledgeable-employees-vital-for-success-of-physical-stores.html

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