Article in Retail Customer Experience
Over the years, Retailers and consumers have had quite an unbalanced relationship. Retailers have would provide products at local brick-and-mortar stores and customers had very few options where and what to buy. It wasn’t until the rise of the Internet when this relationship between merchant and shopper began to equalize.
Recently the scale has pivoted towards the customer. All the data available online is suddenly portable and easy to access at the shopper’s leisure. There is no longer a need to rely on a sales associate while making a product decision. The "Age of the Empowered Consumer" is fundamentally changing retail.
Service is once again becoming an important component of sales and consumer retention. The new generation of sales associates has a wealth of data at their fingertips, including product information, customer preferences and shopping history. The shopper is increasingly walking into retail stores well-researched, and the sales associate can augment that research with additional data points and service that makes the overall experience more efficient and more pleasant.
Maya goes on to talk about the desire for service going hand-in-hand with the new on-demand economy of customers who are addicted to convenience, calling it the “uber-ification of everything”.
This transition doesn't only empower the customer it benefits retailers alike. Breaking down these boundaries will help retailers create smoother, more unified customer experiences that will undoubtedly increase the overall retention and bottom line.
Learn more about the Ten Must-Have Mobile App Features for generating in-store engagement.