Survey: Consumer Expectations for Store Associates’ Omnichannel Capabilities Are on the Rise
Posted by Amanda McLaughlin on Apr 4, 2023
Deliver modern, mobile-first shopping experiences that delight your customers. Drive ROI back to your business across all customer touchpoints—in-store, online, and on mobile. Book a time with our team to learn how we can help transform your business with our omnichannel solutions.
*Privacy Notice: By hitting "Submit," I acknowledge receipt of the NewStore Privacy Policy.
The retail industry is still grappling with the effects of inflation and the unpredictability of consumer spending patterns. While this may bring feelings of uncertainty, one thing is clear. Brands need to adapt to these shifts and understand that expectations for store associates continue to skyrocket. In fact, consumer expectations for store associates increased in 18 of 24 omnichannel categories researched in our latest “Ideal Associate Profile” research study.
The goal of this research is to provide essential insights that enable brands to identify the experiences they should prioritize in order to deliver exceptional service, strengthen loyalty, and increase sales. Furthermore, the survey investigates the impact of the current economic situation on consumers’ inclination to shop both in-store and online.
We analyzed responses from over 1,000 shoppers and compared the results to our previous survey conducted in 2021, revealing the findings outlined below.
Read on to learn more about the findings and consumers’ expectations for modern store associates.
While a significant number of consumers (39%) have confirmed they are shopping at brick-and-mortar stores more often than a year ago, the survey revealed that the current economic environment is impacting their willingness to spend in-store (43%) and online (45%).
As a result, discounts, promotions, and sales have become more important for both shopping channels – 77% of consumers said they are more important when shopping in-store, and 79% said they are more important when shopping online.
Furthermore, 60% of consumers expect associates to offer deals and help them find discounts when shopping in physical stores. This emphasizes the need for store employees to know about promotions and pricing to meet consumer expectations and provide valuable assistance during challenging economic times.
In recent years, store associates have seen a shift in their roles as consumers increasingly expect them to use mobile devices to provide a seamless shopping experience. The survey results show that 59% of consumers believe store employees should be equipped with mobile devices, a slight increase from 54% in 2021. This trend indicates a growing demand for associate mobility, which enables store teams to provide real-time information and assistance to customers.
Mobile checkout is another area experiencing growth. In 2021, one-third of consumers agreed or strongly agreed that store associates should be able to check them out anywhere in the store using a mobile device. However, the updated survey shows that this number has risen to 44%, demonstrating a significant increase in consumer demand for mobile checkout capabilities.
Additionally, 69% of consumers expect associates to be able to check store inventory without leaving their side. Even though this is only a modest 3% increase from 2021, this highlights the importance of equipping associates with the tools and technology necessary to provide real-time inventory information on the sales floor.
Alternative shopping experiences that extend beyond the physical store are also becoming increasingly popular among consumers. According to the updated survey, customers are more open to communicating with store associates and purchasing products remotely than before.
Approximately half of all consumers now expect store associates to text or email them about deals, discounts, new arrivals, product availability, promotions, and store events (we define this type of interaction as clienteling). Expectations for text clienteling have risen by 12% since 2021, while expectations for email clienteling have increased by 9% over the same period.
While remote selling is also gaining traction, it remains less mainstream than clienteling. Over one-third of consumers expect associates to share product information, sell, and check them out via text message or email, representing a 13% and 9% increase for each communication channel, respectively. The most logical reason for this increase is that consumers got used to interacting with store associates remotely during the pandemic, and these behaviors and preferences are continuing to stick.
Additionally, more than half of consumers still expect to chat directly with store associates via a brand’s website (55%) and mobile app (56%) — both data points remained relatively stable year-over-year. However, only 25% of consumers expect store associates to manage their brand’s direct messages on popular social media apps like Instagram, Snapchat, TikTok, and Facebook, with a 2% drop from 2021 to 2023.
Even though social commerce sales are on the rise, and brands should take advantage of this channel, store associates should not be expected to manage these interactions.
Even as some brands have tightened their policies by charging for online returns, shoppers are demanding more flexibility when making returns — and they don’t want to bring a receipt.
Expectations for buy online return in-store (BORIS) without a receipt have increased from 51% in 2021 to 62% in 2023. In addition, over half of consumers (53%) now expect associates to accept returns (without a receipt) for items bought at other stores, a 10% increase from 2021. These findings suggest that brands should consider offering more flexible return policies to meet the evolving demands of their customers.
The demand for personalized, one-on-one shopping appointments is on the rise. In 2021, approximately one-third of consumers expected associates to meet with them in-store for individualized shopping experiences. However, this figure has increased to 46% in the updated survey, suggesting a growing interest in planned shopping appointments.
While demand for virtual shopping appointments remains relatively low at 25%, this marks a 3% increase from 2021, indicating a gradual shift in consumer expectations. Brands should consider offering both in-person and virtual shopping appointments to accommodate the diverse preferences of their customer base.
A significant percentage of consumers want personalized services without giving up a lot of information during the transaction. The survey found that 42% of consumers expect associates to access their loyalty profiles and apply rewards with only their name, a 5% increase from 2021. Additionally, 33% of consumers expect associates to find their shopping history, sizes, and other preferences with just their name, a 7% increase from the previous year.
On a related note, electronic receipts are also becoming more popular, with 72% of consumers expecting store associates to send them a receipt via text or email, reflecting a 3% increase since 2021. To meet these expectations, brands must manage customer data safely and securely on the backend and make that information readily available for store associates.
Mobile self-checkout is growing in popularity but has yet to become mainstream, with 42% of consumers expecting to shop in-store and check themselves out using a smartphone without interacting with a store associate (a 3% increase from 2021). Given the fact that self-checkout is catching on in the grocery and quick-service retail industries, traditional apparel, footwear, and accessories brands should explore how they can integrate this experience into their stores before it becomes a must-have capability.
Lastly, most consumers (64%) expect associates to accept contactless payment methods like Apple Pay, Google Pay, Venmo, and PayPal, a 1% increase from 2021. According to the global edition of the 2023 Omnichannel Leadership Report (a separate research initiative that we produce), contactless payments have already become table stakes in other regions like Europe and Australia, where brand adoption is at 96%. Adoption in North America is only at 76%, so retailers in the U.S. should take notice as consumer expectations for fast, simple, and secure payment options will only increase.
Despite the relative stability of consumer expectations for endless aisle capabilities, the majority of consumers still expect associates to be able to sell products not available in-store. According to the survey, 66% of consumers expect store associates to find out-of-stock items elsewhere and ship them to their desired location. In comparison, 68% expect associates to sell them items that are available in other stores and allow them to be picked up later that day. These figures remain consistent with the 2021 data, showing demand is still high for these transactions.
Moreover, when purchasing products in-store along with items unavailable in-store (what we call a mixed cart transaction), 57% of consumers expect associates to complete the transaction in a single, streamlined process, reflecting a 1% increase since 2021. All of these points highlight the importance of integrating endless aisle options into store operations to provide a seamless shopping experience for customers.
The results of this latest consumer survey confirm that to remain competitive in the current retail environment, brands must prioritize exceptional service and omnichannel experiences that cater to the diverse needs of their customers. By embracing technology and innovation, store associates can play a vital role in delivering shopping experiences that drive customer loyalty and boost sales.
Reach out to one of our experts if you’d like to learn more about how store associates can drive omnichannel success.
