A survey of retail executives and store managers demonstrated virtual unanimity on an important point in the ongoing movement to incorporate physical stores and e-commerce into a more unified system of operation: employees working a sales floor must be ready with product information that surpasses a knowledgeable consumer’s own research.
Yet, the survey, conducted by Retail Systems Research (RSR) and sponsored by retail technology provider Jumpmind, suggested many retailers might not be highly focused on satisfying the most information-hungry consumers.
The survey indicated 35% of store-runners are aware modern-day, hyper-informed shoppers research reviews, pricing and product specifications before going into stores. Well-informed shoppers want retailer employees to act as trusted advisors and provide a deeper understanding of merchandise, according to Jumpmind. In the survey, 35% of store operators also acknowledged that a top operational challenge is meeting the higher level of service expectations held by such shoppers.
More now than ever, consumers expect a seamless transition between browsing online and shopping in-store, Jumpmind noted. However, most retailers say they perform at an average level at connecting store associates with consumer online shopping data, adding they have “some but not all” information integrated across their operations. Some 21% of retailers cited customer dissatisfaction with the lack of seamlessness between online and in-store experiences as a top concern, while 36% said meeting the demands of hyper-informed customers is one of the top threats to their businesses.
Data access and product knowledge aren’t the only challenges plaguing store employees, Jumpmind noted. Retailers said, because they’re spread thin, staffers spend too much time trying to find the answers to customer service questions (selected by 45%), on technology support and maintenance (42%) and on administrative tasks (38%). Meanwhile, critical tasks such as shipping products, inventory management and shelf restocking often get delayed.
“Retailers often rely on legacy technology systems in stores that are not user-friendly for associates,” said Steve Rowen, RSR managing partner. “As a result, associates are often left to find workarounds or leave customers with a less-than-stellar experience,”
Lauren Cevallos, Jumpmind head of strategy and customer success, added, “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, 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.”
