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 Yet, too often, employees find themselves without adequate access to data, bogged down by outdated systems, and unable to fully bridge the expectations gap.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