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Online Shoppers Want Sales Help Too

Only 40 percent of consumers receive personalized service online, compared to 90 percent in store.

It might sound obvious, but a recent survey shows that shoppers are twice as likely to make a purchase after interacting with a sales associate.

What’s significant about the poll, conducted among 1,000 adults by Salesfloor, is that it applies to both in-store and online shopping experiences.

The problem, however, is that only 40 percent of respondents said they receive personalized service online, compared to 90 percent in store.

“As the needs of the ominchannel shopper continues to evolve across channels, it’s important that retailers service them properly both online and in-store using their preferred method of communication,” observed Salesfloor CEO and co-founder Oscar Sachs.

For 84 percent of shoppers, that method is email and text messaging, in order to alert them to new product arrivals, in-store and online sales, and re-stocked merchandise, the survey showed.

In store, sales associates excel most at product recommendations and inventory lookup, customers said.

“While store associates are well versed at using technology to find inventory, they need to be properly trained on how to use technology to create personalized experiences for shoppers in their day-to-day job,” Sachs noted. “Associates should become more effective brand ambassadors and need to be equipped to market directly to or interact with shoppers via email, text message and social platforms at any time.”

Full disclosure: Salesfloor is in the business of providing mobile tools to retailers that let customers shop online along with their local sales associate, bridging the gap between physical and virtual stores.

Sachs will present the study’s complete findings in a webinar slated for Wednesday, Jan. 10, at 1:00 p.m. EST.