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Ill-informed store staff lie to customers, or hide in store room
With mobile-wielding shoppers browsing physical stores, retail staff need to be clued up and on their toes. However, according to new research released by digital retail experience and tech firm Red Ant, many retail workers in the UK admit they lie to cover up for their lack of product knowledge.
Almost two-thirds (63%) of staff in physical stores are so lacking in product knowledge that they fob off shoppers with lies. And, that's hardly surprising given that 58% said they are given less than two hours of training before being let loose on the shop floor.
The inability to ably deal with store visitors leaves half of retail staff embarrassed, found the research, and 46% feel nervous and shy. Some even get around the problem by hiding in the stock room. Who wouldn't? Worse still, some staff admitted to sending a shopper to another store rather than deal with them, or pretend to know more than they do about a product.
Shoppers aren't stupid and over two-thirds (67%) say they notice the lack of knowledge on the shop floor. In fact, 40% say they go online precisely so as to avoid such ill-informed staff.
"When I visit a shop, I know I can find all the product information I need in a matter of seconds just by pulling out my iPhone," Red Ant chief executive Dan Mortimer told the Daily Mail. "But I also know that, if I ask a retail worker the same question, the likelihood is they'll ask me to hang around for a few minutes while they visit the till-point or ask another member of staff for the answer."
Mortimer believes that, while shoppers are well-armed with knowledge via their mobile devices, it's imperative that retailers also arm their staff with technology and training. Many shoppers still prefer a physical shopping experience, and this can be made all the more enjoyable when engaging with retail staff that can look you straight in the eyes and provide the information needed, without rushing off to the bathroom in shame, or pretending to be busy doing something else.
Image via Shutterstock
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