In the world of retail, it can be easy to get lost in the numbers: sales figures, conversion rates, foot traffic, and more. However, it's important not to lose sight of what those numbers represent: real people, with real needs and desires. As much as technology and automation have changed the retail landscape, the human touch is still a crucial component of success.
The Importance of Human Experience in Retail: Why Customer Interaction is Crucial In the world of retail, it can be easy to get lost in the numbers: sales figures, conversion rates, foot traffic, and more. However, it's important not to lose sight of what those numbers represent: real people, with real needs and desires. As much as technology and automation have changed the retail landscape, the human touch is still a crucial component of success.
What is Human Experience?
Human experience refers to the interactions and connections that occur between people in a business setting, as opposed to interactions between people and technology. As technology becomes more prevalent in our daily lives, we are increasingly relying on self-service tools and digital interfaces, which can leave us feeling disconnected from the world around us. However, human connection is vital to our well-being, and can only be achieved through person-to-person interaction. Without it, we risk feeling isolated and unfulfilled. This shift is not just a social or cultural phenomenon, but also has direct implications for businesses. With automation reducing the number of human touchpoints, business leaders are recognizing the importance of preserving and enhancing interactions that require human agency in order to foster customer satisfaction and loyalty.
Here are some key reasons why human experience is so important in retail, along with statistics to back them up:
Personalization is key to customer satisfaction.
One-size-fits-all approaches are no longer enough to satisfy modern consumers. Customers want to feel like they are being heard and understood as individuals, with unique preferences and needs. In fact, a recent study by Salesforce found that 84% of customers say being treated like a person, not a number, is very important to winning their business.
Positive interactions lead to customer loyalty.
It's not just about making a sale in the moment; building long-term relationships with customers is crucial for the success of any retail business. And one of the best ways to do that is by creating positive interactions with customers. According to a study by PwC, 73% of consumers cite customer experience as an important factor in their purchasing decisions, and 65% say they have cut ties with a brand over a single poor experience.
Human interaction drives sales.
While online shopping has certainly grown in popularity, there is still a significant percentage of consumers who prefer to shop in-store. And when they do, the interactions they have with sales associates can make all the difference. According to research by the International Council of Shopping Centers, 69% of consumers say they are more likely to make a purchase in-store if they receive help from a sales associate. Authenticity builds trust.
In an age of slick marketing and social media influencers, customers are increasingly looking for authenticity and transparency from brands. They want to know that the people behind the brand are genuine and trustworthy, and that their interactions with sales associates are genuine as well. According to a study by Stackla, 90% of consumers say authenticity is important when deciding which brands they like and support. In conclusion, while the retail industry is constantly evolving, the importance of human experience remains a constant. By prioritizing personalization, positive interactions, sales-driving human interaction, and authenticity, retailers can build strong relationships with their customers and set themselves apart from their competitors.