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Study points up importance of the human touch in shopping journey

A traditional, low-tech customer service feature can help prompt shoppers to follow the path to purchase.

According to a new study from technology services company Mindtree, “Mindtree Shopper Survey 2016,” good old-fashioned human sales associates have a big impact on consumers moving from thinking about a purchase to actually making one.

Results show that more than 70% of shoppers are interested in interacting with sales associates. And that interaction occurs throughout the customer journey. While only 2% of respondents said a conversation with a sales associate initially triggered a purchase journey, 34% sourced information from sales associates before making a purchase.

Another 21% finalized the brand and variant to be purchased after interacting with an associate. Twenty-eight percent asked sales associates for information on offers/discounts, billing and locating the product.