A recent survey, dubbed the “Retail Buying Experience,” by Experticity has revealed an expertise gap among sales associates at retail. The survey also found that consumers value expertise above all else, but 2-out-of-5 consumers said they are routinely disappointed by the lack of expertise they encounter in the stores.
The survey findings really point to one word: personalization. Like the survey says, consumers want help with their buying decisions, and they want the retailers to be an active player in their shopping experience. They want retail sales associates who have product knowledge, can help in selecting the right products, have category knowledge and can assist in finding alternatives when the first choice is not available. They want personalization.