Some 71 per cent of shoppers feel they know more about the products and services in-store than the shop associate.
More than half (56 per cent) of consumers declare they would interact more with a store assistant if their experience was tailored, according to a study by Manhattan Associates.
The research of 2,000 respondents also reveals that fast delivery is high on shoppers’ list of priorities with more than half rating delivery as important.
When it comes to a flexible returns policy however, it seems women are more likely to change their mind over a purchase with 50 per cent considering it an important factor compared to just 35 per cent of men.
Also, 46 per cent would share personal data in exchange for a discount, and three in four (74 per cent) shop in-store rather than online because they like to touch/feel the products they are purchasing.
Checking stock availability (37 per cent) and providing product advice (33 per cent) are considered the most important aspect of the store assistant’s role.
Millennials are more open to personalisation methods than the older generation, with 56 per cent of 18-24s responding they would interact with the store associate more if the experience was personalised compared to 46 per cent of over 55s.
The age group that values the store associate most when shopping is the over 55s (61 per cent of this age group).
Craig Sears-Black, managing director of Manhattan Associates says that the research is a clear indication that consumers know what they want and the level of service they expect to receive.
‘The rise of smartphones has placed all the information they need at their fingertips, which makes the store assistant look increasingly redundant when they aren’t equipped with the same.
‘It is a daunting landscape for any retailer, but the ones who embrace the technology available and start providing the seamless, personal, stress-free experience the consumer demands, are the ones that will succeed in the years ahead.’