Shoppers Looking for Better In-Store Customer Service

32% of shoppers are looking for better in-store customer service according to a new market research report. The “2017 Holiday Shopping Report” asked consumers their holiday shopping habits, if they would be using their mobile devices during their trip, and how they felt about their overall shopping experience. Responses were collected from more than 1,000 […]

32% of shoppers are looking for better in-store customer service according to a new market research report. The “2017 Holiday Shopping Report” asked consumers their holiday shopping habits, if they would be using their mobile devices during their trip, and how they felt about their overall shopping experience.

Responses were collected from more than 1,000 shoppers at malls across the country using phone charging stations.

Key Takeaways

• Shoppers want better customer service while they shop

When shoppers were asked what could have improved their holiday shopping experience, 32% said better customer service. Other responses included cheaper items (22%), more parking (12%), better product selection (10%), and fewer crowds (6%).

Shopping can be hectic this time of year for both the shopper and the retailer. It is essential that retailers make sure their staff is equipped to help shoppers and make their trip more enjoyable.

Despite the call for better customer service, 83% of shoppers felt they had a positive holiday shopping experience, while 11% had nothing positive or negative to say about their shopping trip.

• Only 4% of shoppers had a negative experience

The majority of shoppers (34%) plan on making only one holiday shopping trip this season, while 30% plan on making three or more trips, 21% didn’t plan on making any holiday shopping trips, and 14% plan on making two trips.

Finally, shoppers were asked how likely they were to do the remainder of their holiday shopping in-store rather than online. 75% of shoppers said it was likely, 18% were undecided, and 8% said it was unlikely.

• Mobile devices continue to play a big role in the holiday shopping trip

Shoppers will use their phones for a variety of functions this holiday shopping season. Most will use them to enhance their in-store shopping experience – to find store locations (27%), find deals (18%), get or share live updates through social media (14%), compare prices (13%), access coupons (12%), make or refer to shopping lists (8%), and research products online (6%). Very few shoppers (3%) plan to use their mobile devices to make purchases directly on their devices while they are out shopping.