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THE INTERSECTION OF EMPLOYEE AND CUSTOMER EXPERIENCE IN STORE DURING THE HOLIDAY SEASON

For all the think pieces on the demise of physical stores, during the 2019 holidays it’s estimated they’ll still account for around half of all sales. But what’s driving people into stores, and what’s keeping them coming back? And on the flipside, how are employees dealing with the pressure of increased footfall, heightened emotions, and all the other chaos that comes with the holiday season? In this study, we asked both sides of the equation about their in-store holiday experiences, to understand where the gaps were between the shop floor and the staff room.

 

THE VIEW FROM THE SHOP FLOOR

83
%

of shoppers who shopped in-store combined it with online shopping over the holidays

The top 5 reasons shoppers go in store over the holidays

  1. To see the products in person
  2. Easier to do last-minute shopping
  3. Offers and discounts in store
  4. Trying things on for fit
  5. Enjoying shopping with friends and family
0% 100%
Shoppers who buy for holiday online & in stores
83%
Staff were considered knowledgeable about products & services
75%
Shoppers who had their questions answered quickly by staff
64%

10X

Customers rate low prices as 10x more important than seasonal decorations.

Less than perfect customer service might be why staff aren’t ranked so highly

64
%

of shoppers had their questions answered quickly by workers

75
%

of staff were considered knowledgeable about products and services in the store they worked for

63%

of seasonal shoppers weren't asked for their feedback on how the store could improve.

THE VIEW FROM THE STAFF ROOM

61
%

would recommend working at their company over the holidays

54
%

of employees look forward to going to work during the holiday period

Many feel stretched, and not recognised for their good work.

53
%

of retail workers think their company has enough staff over the holidays.

55
%

Only are recognized for delivering outstanding service over the holidays