US retail store associates struggle to meet needs of shoppers: Survey

This growing knowledge gap between shoppers and store associates is eroding consumer trust and diminishing the value of human interaction — a critical element of the in-store experience, the survey by Retail Systems Research (RSR) sponsored by Jumpmind, a retail technology solutions provider, revealed.

RSR surveyed both retail executives and store managers in December 2024 and January 2025 to understand opportunities, threats, gaps and technology spending priorities, as retailers aspire to meet modern shopper expectations.

Retailers surveyed almost exclusively agreed it is vital that store associates can provide product knowledge that surpasses the customer’s own research.

Modern-day hyper-informed shoppers research reviews, pricing and product specifications before going into stores, and are looking to store associates to provide service that goes beyond answering basic questions to serve as trusted advisors and provide a deeper understanding of merchandise.

However, 35 per cent of retailers admitted that one of their top operational challenges is meeting these customers’ higher level of service expectations. And only 32 per cent of consumers said their favourite retailer provides easy access to customer service when they have a problem.

Shoppers expect a seamless transition between browsing online and shopping in-store. However, most retailers say they are only ‘OK’ at connecting store associates with consumers’ online shopping data, noting that they have ‘some but not all’ information integrated across channels.

Twenty-one per cent of retailers cite customer dissatisfaction with the lack of seamlessness between online and in-store experiences as a top concern, while 36 per cent say meeting the demands of hyper-informed customers is one of the top threats to their businesses.

Data access and product knowledge aren’t the only challenges plaguing associates. Store associates are stretched thin, with many retailers saying their employees spend too much time trying to find the answers to customer service questions (45 per cent), on technology support and maintenance (42 per cent) and on administrative tasks (38 per cent).

Meanwhile, critical tasks such as shipping products, inventory management and shelf restocking are delayed as a result.

ALCHEMPro News Desk (DS)