High-touch services enhance physical store appeal globally: Salesforce

The roles of store associates are expanding, with 74 per cent of their time now devoted to activities beyond checkout, including social media management, virtual appointments, and online order fulfilment. The need to log into an average of 12 systems daily illustrates this complexity, according to the fifth edition of the Connected Shoppers Report by Salesforce.

Almost 25 per cent of retailers see improving associate productivity as a top priority. There is a growing focus on using mobile devices for tasks like engaging shoppers and conducting transactions; 32 per cent of associates currently utilise a mobile device, a figure expected to rise to 41 per cent within the next three years.

Customers’ use of stores as fulfilment centres is also increasing; 57 per cent purchase products online for in-store pick-up, and 53 per cent visit stores for returns. Since 2021, in-store product returns have grown by 13 per cent. Accordingly, 64 per cent of retailers now offer in-store returns for online purchases, and 58 per cent provide 'buy online, pick up in-store' services.

These trends emphasise the continued relevance of physical stores, signalling a dynamic shift in retail associates’ roles. They underscore a retail landscape that blends online convenience with the personal connection of in-store experiences.

ALCHEMPro News Desk (NB)