Retailers today face a growing challenge: keeping up with customers who often walk into stores more informed than the sales associates tasked with helping them. As shopping journeys increasingly span both online and physical locations, many retailers are struggling to provide store teams with the tools and insights needed to deliver exceptional service, according to a new survey from Retail Systems Research (RSR), sponsored by Jumpmind.

The findings highlight an urgent reality: in-store associates are expected to act not just as order takers, but as knowledgeable advisors capable of adding value beyond what shoppers already know from online research. Yet, too often, employees find themselves without adequate access to data, bogged down by outdated systems, and unable to fully bridge the expectations gap.

The Modern Customer Service Mandate

The survey results underscore how the relationship between retailers and customers has changed. “Hyper-informed shoppers” who arrive armed with research on products, pricing, and reviews demand that store associates provide more than just basic information. They expect staff to be trusted advisors, offering deeper product knowledge and insights that validate or expand upon their own research.