Retailers employ store-based salespeople to enhance the customer experience, answer questions and be knowledgeable about the goods and services offered, and to facilitate the purchase process. They want shoppers to believe that salespeople are fulfilling these functions.

Thus, the results of a new study from Tulip Retail (and highlighted by Chain Store Age) are not what retailers would like to see:

“Brick-and-mortar retailers are fighting harder than ever to remain relevant among digitally driven shoppers. This is not an easy task as 83% of shoppers believe they’re more knowledgeable than retail store associates — often due to the online research they conduct before entering a store, according to a new survey from Tulip Retail.”

“The good news is 79% of survey respondents said knowledgeable store associates are ‘important’ or ‘very important.’ Additionally, 64% of respondents believe physical retail locations will be part of the shopping journey in the future, which is welcomed news by retailers that are faced with headlines today questioning the existence of brick-and-mortar down the road, the report explained.”

“This ‘survey had some sobering findings that should keep executives of brick-and-mortar retailers up at night – including the fact that nearly 90% of respondents shop at Amazon and that store associates are not meeting customer expectations,’ said Ali Asaria, CEO of Tulip Retail.”

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