Retail store associates struggling to meet the needs of hyper-informed shoppers, survey finds

Retailers are struggling to live up to shoppers' expectations when it comes to having the right data and insights to facilitate great customer service in the store, as shopping journeys increasingly spans both online and physical locations, according to a new survey. This growing knowledge gap between shoppers and store associates is eroding consumer trust and diminishing the value of human interaction – a critical element of the in-store experience.