Sales & Marketing

Vast majority of shoppers think they know more than retail store staff

Hannah Wilkinson | 25 February 2016 | 8 years ago

Manhattan Associates
Half of consumers would interact more with a sales assistant who provided an experience personalised to their preferences
Some 71 per cent of UK consumers believe they know more about products and services than in-store sales assistants, according to new research by supply chain company Manhattan Associates.

The 2016 Consumer Survey also showed that the majority of consumers under the age of 44 shop online more frequently than they make in-store purchases.

Disgruntled buyers cited assistants? abilities to provide product advice and check stock availability as the most important part of the job with over half seeking a more tailored experience from those people whose job it is to help them shop.

Craig Sears-Black, the managing director of Manhattan Associates, said: 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 arent 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.

The survey also revealed that over than half of consumers would interact more with a sales assistant who provided an experience personalised to their preferences.

Additional research carried out by web-to-print service Avery WePrint in August 2015 showed that the vast majority of British shoppers were happier with the service offered to them by smaller, independent retailers which those surveyed believed was more tailored to them.

Impersonal service was cited as the third most offputting customer service failure with only rude staff and being ignored by salespeople ranking higher in the list.

the research shows just how much the British public likes the service they receive from small businesses. So if you’re proudly independent or a passionate small business that really cares, it’s worth communicating this in everything you do, from your business cards to branding and marketing materials, your packaging, presentation and your customer service, said Avery WePrint marketing director Fiona Mills.

For an inspiring example of great customer service in a small retailer, check out this interview with the family who run A Hume Country Clothing.

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