83% of Shoppers Think They Know More than Store Associates
The amount of information available to us on the Internet is having a significant effect on the way we shop, including our in-store shopping experiences.
More than four out of five shoppers (83%) believe they are more knowledgeable than retail store associates, according to a new survey from Tulip Retail. This is largely due to the amount of information available online, giving users access to reviews and product details before they ever enter the store.
Being more knowledgeable isn’t stopping people from going to the store though. 64% of respondents said they still plan to visit physical store locations in the future, and 63% say they like shopping both online and in stores. 77% say they prefer shopping in stores in certain situations because they are able to touch products, try them on, and visualize how they will fit in a space.
Online shopping has completely transformed the retail industry over the last decade. For the past two years, more people shopped online for Black Friday than they did in stores. The Tulip Research study revealed that 90% of consumers have used Amazon. In fact, 26.2% of Americans used this site to buy most of their holiday gifts last year.
With regards to customer satisfaction, 72% of shoppers said they had a better experience in stores when an associate used a mobile device. Many stores have mobile credit card processors or machines designed to check inventory levels and product information. Interestingly, 30% of respondents who had an experience with one of these devices remembered a store associate by name.