Pardon the Interruption
A new study executed by ChargeItSpot (a provider of cell phone charging stations for retailers) and published in the industry newsletter Food Dive reveals that a clear majority of millennials consider store associates to be “extremely important” to their shopping experience. Although younger, tech-savvy shoppers certainly are not opposed to digital advancements, they also place great value on store associates who are accessible when assistance is needed.
When millennials opt to visit a brick-and-mortar store rather than utilize e-commerce, they expect a certain level of customer service involving human interaction, the study says. Supermarkets should take note of these findings and continue to invest in their workforce, Food Dive suggests. Store associates who feel they are a valuable piece of the company will help create the positive shopping experience millennials prefer.
Overall, shoppers across generations see a need for store associates to be on hand. In fact, the study finds that 43% of all shoppers would stop patronizing a store where the human workers had been replaced by robots. Supermarkets are poised to automate a variety of tasks to help improve efficiency, much like Amazon has done with its fulfillment process. However, even as they roll out new high-tech features, grocers must ensure store associates remain highly visible across their departments.
