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BizReport : Ecommerce archives : September 07, 2015

Despite technology, in-store staff still valued

Beacon technology, mobile, and Internet may all be ways in which in-store shoppers can be influenced and driven to purchase, but retailers should not underestimate the personal touch, according to a new study from field marketing specialists Gekko.

by Helen Leggatt

Half of shoppers in the U.K. say that a lack of in-store human help is impacting on their decision to make a purchase, according to Gekko's research. More than a third of shoppers said they use advice given by an in-store helper to influence their purchases.

And that's the case even among tech-savvy youngsters, too. While they do research online, a third of 18-24 year olds said they preferred receiving in-store help.

The ability to talk about potential purchases with store staff also increased dwell time to more than 10 minutes among 33% of consumers. Helpful store staff also increases loyalty with 29% of shoppers saying they would return to a store where they received helpful advice on the shop floor.

"This research shows that customers often need a two-way discussion with knowledgeable staff, especially when considering high-ticket items," says Daniel Todaro, managing director at Gekko. "While digital offerings and an enhanced omnichannel retail presence are important in the retail cycle, retailers should consider the research findings as a stark reminder that shoppers prefer a personal touch when it comes to purchasing luxury or high ticket items."

Image via Shutterstock

Tags: in-store, retail, staff

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