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 Yet, too often, employees find themselves without adequate access to data, bogged down by outdated systems, and unable to fully bridge the expectations gap.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.
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. That dissatisfaction can quickly erode consumer trust, particularly when today’s shoppers have a wide array of alternatives at their fingertips.
The Disconnect Between Data and Experience
One of the biggest hurdles retailers face is integrating online and in-store customer data. While shoppers expect a seamless experience across channels, most retailers admit they’re only “OK” at connecting associates to online shopping information. In fact, 21% of retailers cite customer dissatisfaction with the lack of seamlessness between channels as a top concern.
The numbers point to a widening gap:
- 36% of retailers say the demands of hyper-informed customers represent one of their top threats.
- 45% say associates spend too much time finding answers to customer service questions instead of delivering meaningful interactions.
- 42% of staff time is lost to technology support and maintenance, while 38% is spent on administrative tasks.
This misallocation of time means that critical functions such as inventory management, product shipping, and shelf restocking are often neglected.
Why Technology Holds the Key
For retailers, the solution lies not simply in adding more staff, but in equipping associates with technology that eliminates friction and empowers them to handle the full scope of modern retail tasks. Customers may arrive to collect an online order, return a product purchased through a mobile app, or arrange to ship from another location, and they expect all of these options to work seamlessly together.
Moving Forward: From Transactional to Relational Service
The bigger picture is clear: the role of the store associate is evolving from transactional service provider to relationship builder. Success increasingly depends on giving associates both the autonomy and resources to meet shoppers where they are online, offline, or somewhere in between.
The report makes it clear that legacy technology and fragmented data access leave retailers vulnerable at a time when consumer trust is paramount. To regain an edge, the industry must prioritize cross-channel visibility, streamlined workflows, and associate-focused tools.
Ultimately, the stakes are high. The human interaction in stores still matters immensely, but without stronger support, associates risk being outpaced by the very customers they’re meant to guide. For retailers who get this right, however, empowering associates will pay dividends in loyalty, trust, and stronger customer connections.
