36 % of Retailers Struggling to Meet Needs of Hyper Informed Shoppers

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Yet, too often, employees find themselves without adequate access to data, bogged down by outdated systems, and unable to fully bridge the expectations gap.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.

Despite this shift, some retailers admit that one of their top operational challenges is meeting these heightened expectations. Worse yet, less than one-third (32%) of consumers say their favorite retailer provides easy access to customer service when problems arise…