Transforming Store Associates from the Weakest to the Strongest Link

Cognizant STORE ASSOCIATES ARE A RETAILER'S BRAND OAMBASSADOR... FOR BETTER OR WORSE Shoppers have been disappointed with the service they receive so often that store associates have become the least preferred resource to help shoppers with purchase decisions. Yet, they are the first to be confronted with an issue. Resources Used to Help in Purchase Decisions 25% Product Packaging 22% Store Signs 19% Traditional Advertising 13% Word of Mouth 11% Digital Resources 10% Store Associates Store associates are the only traditional resource that ranks low across all shopper segments as a preferred resource to help with purchase decisions. When shoppers cannot find what they want... When shoppers have a problem, retailers might never know about it... T 49% Ask an associate to help them locate the right item Leave the store and look for the same product elsewhere At least 10% of shoppers do not 020% report their problem: Leave the store and 15% look for the same product during a future visit 11% Purchase an alternative item available in that store Use their mobile Among shoppers age 18-33, this F5% phone to identify the product elsewhere goes up to 21%: ~40% of sales lost! When shoppers do seek assistance, nothing beats help from a live person... I- Age 18-33 I= Age 34-45 I= Age 46-64 = Age 65 and up *Ranked on a scale from 0-5 Go to in-store customer service desk Call customer service number 3.64 3.17 3.88 3.26 3.86 3.09 3.97 2.88 Online Chat Video Chat 2.83 2.03 2.74 2.08 2.08 1.48 1.63 1.22 Mobile chat Mobile text message 2.30 2.41 2.20 2.33 1.53 1.58 1.19 1.22 Social media page 2.60 2.51 One of the reasons people prefer to shop in stores, rather than go online, is to have direct human contact. So the role the store associate plays is critical. 1.67 1.30 Personalization is a proven tactic to increase shopper engagement online -- and those capabilities need to be replicated in stores. Equipping store associates with mobile technologies is a great second line of defense to combat showrooming. Cognizant To better understand shopper behavior and recommended retailer response, download our full study at www.cognizant.com/shopperstudy