Survey shows increased interaction and automated technologies lead to a positive uplift in shopper value
Bangalore (India) and Warren (NJ) –June 21, 2016 – A new study shatters the myth that, in retail stores, most shoppers do not like to be disturbed by sales associates. It also highlights the highly positive influence sales associates have on influencing shopper purchases. The cross-industry survey was released today by Mindtree, a leading digital transformation and technology services company.
Many shoppers rely on interaction with sales associates to make purchasing decisions, especially in more complex product categories like consumer electronics, home improvement and others. When helped, it leads to significant increase in the amount of the shopper’s transaction, as well as in repeat purchases. Too often, shoppers can’t find sales associates when they have a question. This is a negative experience which leads to shoppers moving to either a different store or to an online channel.
Sales associates are aware that their influence leads to more sales conversions. However, their efforts are spread thin – they assist both serious shoppers and casual browsers, reducing their efficiency and conversion ratio.
“Conventional thinking in the retail industry is that most shoppers want to be left alone, and that sales associates too often annoy shoppers by trying to offer assistance. The Mindtree survey paints a surprisingly different picture,” said Sunil Oberoi, Senior Vice President and Head, Retail, CPG and Manufacturing, Mindtree. “Shoppers respond positively when they receive helpful guidance from an associate. A timely assistance in store can lead to an 80% increase in transaction value.”
Gaurav Johri, Senior Vice President and Head, Platforms & Solutions Group, Mindtree said, “A key part of successful omnichannel retailing is all about delivering timely and helpful recommendations to shoppers that help them feel more confident in making a purchase. There is a huge untapped opportunity for retailers to increase conversions and enhance customer loyalty in the store. Mindtree’s platforms, Flooresense and ShotClasses, are built to equip sales associates with real time capabilities to enhance in-store shopper experience and optimize sales time.”
The purpose of the survey, which is titled, “Impact of Sales associates on the Shopper’s Purchase Journey,” and conducted by independent market research firm Grail Research, was to understand the role that sales associates play in the consumer shopping journey. The consumer sample included 600 qualified shoppers that made purchases of $100 or higher in the last 3 months. The sales associate sample included 100 employees from companies spanning five retail segments: home improvement, electronics and consumer goods, department stores, fashion retail, and specialty retail.
The survey identified a gap that exists in terms of assistance provided in the store. Associates would like to have access to technologies that help identify shoppers in need of assistance, improving their productivity. However, few brands have capitalized on this need.
Mindtree [NSE: MINDTREE] delivers digital transformation and technology services from ideation to execution, enabling Global 2000 clients to outperform the competition. “Born digital,” Mindtree takes an agile, collaborative approach to creating customized solutions across the digital value chain. At the same time, our deep expertise in infrastructure and applications management helps optimize your IT into a strategic asset. Whether you need to differentiate your company, reinvent business functions or accelerate revenue growth, we can get you there. Visit www.mindtree.com to learn more.