How Important Are Retail Associates to Your Business |
A study recently published by Wharton, University of Pennsylvania and Verde Group discusses the findings of a survey of 1111 randomly selected consumers. The objective of the survey was to discover what problems shoppers were encountering during their shopping experiences at retail stores and which of those problems were most likely to be discussed with others and which actually put customer loyalty at risk. The findings were, of course, predictable. In the final analysis, sales associates appear to be able to 'make or break' the shopping experience. I don't believe we really need surveys to figure this out but, given the simplicity of the findings, they will likely be of some use in convincing retailers of the reality.
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