US Consumers Interact With In-Store Associates To Get Information They Can’t Find On Their Own

Forrester’s August 2023 survey revealed that US online adults find more value in interactions with store associates that provide them with information they wouldn’t be able to get on their own (e.g., inventory details) than more personal interactions (e.g., styling consultations). In the December 2023 survey, we asked consumers how they interact with associates when shopping in stores. In the past six months, around one in five have worked with store associates using handheld devices to get additional information they couldn’t find in-store or to complete a transaction. Far fewer interacted with store associates to get personalized recommendations (10%) or styling consultations (7%).