A new study shatters the
myth that, in retail stores, most shoppers do not like to be disturbed by sales
associates. It also highlights the highly positive influence sales associates
have on influencing shopper purchases. The cross-industry survey was released
today by Mindtree, a leading digital transformation and
technology services company.
Many shoppers rely on
interaction with sales associates to make purchasing decisions, especially in
more complex product categories like consumer electronics, home improvement and
others. When helped, it leads to significant increase in the amount of the
shopper’s transaction, as well as in repeat purchases. Too often, shoppers
can’t find sales associates when they have a question. This is a negative
experience which leads to shoppers moving to either a different store or to an
online channel.
Sales associates are aware
that their influence leads to more sales conversions. However, their efforts
are spread thin – they assist both serious shoppers and casual browsers,
reducing their efficiency and conversion ratio.
“Conventional thinking in
the retail industry is that most shoppers want to be left alone, and that sales
associates too often annoy shoppers by trying to offer assistance. The Mindtree
survey paints a surprisingly different picture,” said Sunil Oberoi, Senior Vice
President and Head, Retail, CPG and Manufacturing, Mindtree. “Shoppers respond
positively when they receive helpful guidance from an associate. A timely
assistance in store can lead to an 80% increase in transaction value.”
Gaurav Johri, Senior Vice
President and Head, Platforms and Solutions Group, Mindtree said, “A key part of
successful omnichannel retailing is all about delivering timely and helpful
recommendations to shoppers that help them feel more confident in making a
purchase. There is a huge untapped opportunity for retailers to increase
conversions and enhance customer loyalty in the store. Mindtree’s
platforms, Flooresense and ShotClasses, are built to equip sales
associates with real time capabilities to enhance in-store shopper experience
and optimize sales time.”
The purpose of the survey,
which is titled, “Impact of Sales associates on the Shopper’s Purchase
Journey,” and conducted by independent market research firm Grail Research, was
to understand the role that sales associates play in the consumer shopping
journey. The consumer sample included 600 qualified shoppers that
made purchases of $100 or higher in the last 3 months. The sales associate
sample included 100 employees from companies spanning five retail segments:
home improvement, electronics and consumer goods, department stores, fashion
retail, and specialty retail.
Key findings from the
survey include:
- Shoppers
who interact with a sales associate are 43 percent more likely to
purchase a product, and their transactions have 81 percent more value,
compared to those who don’t interact with an associate. In addition, they
are 12 percent more likely to revisit the store.
- Conversely,
shoppers are less likely to make a purchase if they are not reached out
to proactively by a sales associate. Forty percent of shoppers are unable
to locate a store associate when they need help in a typical shopping
trip.
- Ninety one
percent of sales associates strongly agree that positive interactions
with shoppers result in higher conversions, yet 94 percent feel this
requires more advanced technology tools and training that they currently
don’t have access to.
The survey identified a
gap that exists in terms of assistance provided in the store. Associates would
like to have access to technologies that help identify shoppers in need of
assistance, improving their productivity. However, few brands have capitalized
on this need.
Companies should identify
an automated technology platform that has the ability to:
· Notify sales associates to locate and target
the right shopper once they have entered the store
· Share recommendations on additional products
based on product category
· Provide timely training on new products and
features
