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Three in Four Consumers Feel They Know More than the Store Associate


Market leader in omni-channel solutions reveals shopping desires of today’s tech-savvy consumers

Over the past decade, the internet and smartphone revolution has changed the rules of shopping and presented retailers with the challenge of their lives as they strive to stay ahead of the digital curve. Whilst retail companies have focused much attention on honing their online offering, a recent survey of 1,000 Dutch consumers by Manhattan Associates highlights that shoppers have become increasingly frustrated that their in-store shopping experience does not match the quality of their experience online.

Of the Dutch shoppers surveyed, the majority acknowledged the importance of the store associate in achieving a good shopping experience, with only three per cent denying their importance at all. However, a massive 75 per cent feel they know more about the products and services in store than the store associate themselves. And, with 40 per cent declaring they would interact more with a store assistant if their experience was tailored, it is clear that personalisation is also high on the agenda for the tech-savvy consumer.

The research also reveals that fast delivery is high on shoppers’ list of priorities with more than half rating delivery as important. When it comes to a flexible returns policy is considered an important factor to almost 26 per cent of the respondents.

Other key findings include:

  • 40 per cent of consumers would prefer purchasing products in a store, 12 percent prefers online, and for 48 per cent it depends on the product they wish to buy.
  • Three in four (78 per cent) consumers shop in-store rather than online because they like to touch/feel the products they are purchasing.
  • Taking the product with you upon purchase is for 40 per cent of the consumers an important reason to buy in the physical store.
  • Providing product advice (75 per cent) is considered the most important aspect of the store assistant’s role.

Pieter Van den Broecke, managing director Benelux and Germany Manhattan Associates, comments, “This research is a clear indication that consumers know what they want and the level of service they expect to receive. The rise of smartphones has placed all the information they need at their fingertips, which makes the store assistant look increasingly redundant when they aren’t equipped with the same. It is a daunting landscape for any retailer, but the ones who embrace the technology available and start providing the seamless, personal, stress-free experience the consumer demands, are the ones that will succeed in the years ahead.”

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