The good news for retailers sitting on a portfolio of physical shops is that consumers still prefer to go into stores rather than shop online. But the bad news is that there is a belief among many people that in-store employees hinder the shopping experience and need to be more knowledgeable.
According to research from I-Am as many as 74% of people have a preference for physical stores compared with only 26% who enjoy the online shopping experience more. But almost half of the people surveyed reckon employees on the shop floor do not add value to the customer experience, which is probably related to the fact that as many as 71% of people want store staff to be more knowledgeable.
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