53% of consumers expect one-on-one in-store appointments
The ideal retail customer experience is increasingly based on having exclusive access to associates, according to research published by New Store.
Based in Boston, where it provides a unified commerce platform for global brands, NewStore surveyed more than 1,000 consumers to produce its report, Omnichannel Expectations Skyrocket.
NewStore found that consumers not only expect to be able to schedule one-on-one appointments with associates, but that half expect associates to be able to pull up their loyalty program information by knowing their names. This was up 42 per cent from last year’s research, and up from 37 per cent when NewStore fielded the survey in 2021.
The study also found high interest in the concept of the “endless aisle, with 63 per cent of consumers expecting associates to be able to sell a mixture of what’s in-store and what’s available online.
While many consumers might browse a retailer’s stores to discover products on their own, they also want associates who are proactive about recognizing their interests. For example, 60 per cent expect associates to tell them about new products, promotions and other pertinent details.
In the latter stages of the customer journey, interest in self-checkout rose by three percent since last year to 45 per cent of those surveyed. More significantly, 66 per cent expect retailers to accept all forms of contactless payment.
“Expectations for each capability increased by an average of 5% across the board,” the company wrote in a blog post outlining its key findings. “Investing in mobile technology, enhancing personalized shopping experiences, and integrating seamless omnichannel capabilities are no longer optional but essential for meeting consumer demands.”
360 Magazine Insight
NewStore’s research builds upon other research that has found nearly three-quarters of consumers prefer shopping in physical locations, even though satisfaction with those experience is low.
More specifically, the data in this ungated report highlights the critical role of knowledgeable, tech-savvy employees who can treat more consumers with the familiarity of a neighborhood mom and pop shop.
CX professionals should use this data to revise the customer journey people take, recognizing that when they come in for a scheduled one-on-one appointment, there is a much better chance of creating a deeper relationship. An associate armed with the right tools could not only gain customers’ trust but possibly make them more willing to share data that further enriches their experience across other channels.
The reality, of course, is most retailers are probably not developing associates who are in line with the expectations NewStore has captured here. In fact, this report is almost crying out for a parallel set of survey data from brands about what technologies and policies they have to support this level of personalization in physical locations.
At a time when many retailers seem interested in new formats (such as small-format stores), it might be a good time to ask whether they are being as strategic in how they develop their talent to captivate the consumers who come in and visit.
