US Consumers Find Value In Associates’ Ability To Access Information While They Are Shopping In-Store

US online retail sales penetration continues to grow, but according to Forrester’s 2023 data, 63% of US online adults purchased products or services in-store in the past three months. That’s more than those who purchased via websites (52%) and mobile apps (41%). To ensure their customers keep coming back to the store, retailers must equip their associates with the tools and resources to provide a positive customer experience. What do customers want from store associates? Our data shows customers find more value in associate interactions that provide them with information they wouldn’t be able to get on their own (e.g., inventory details) than in personalized styling consultations and recommendations.