Shoppers Who Are Helped Spend More

The assistance can be either digital or in person

Customers spend twice as much when they receive help from a sales associate, according to new research from InMoment, a Salt Lake City–based customer experience company.

That increases to four times when the customer interacts with the company’s website in store, it said.

“The more help a consumer receives, whether digital or human, the more he or she is willing to spend,” the report concluded.

Among the findings:

– Consumers who visited another brand’s website while in store spent, on average, 1.2 times more than those who did not.

– Consumers age 18–24 are almost twice as likely to visit a retailer’s website prior to a store visit compared to all other age groups.

– Of those who visit the brand’s website while in a store location, 72 percent were younger than 44 years old, and the largest percentage came from the 35–44-year-old demographic.

“Despite fears that brick-and-mortar buying might lose its relevance, in-person shopping has transformed into an omnichannel opportunity to sell more and deepen customer relationships,” said Paul Warner, vice president, consumer and employee insights at InMoment, in a statement. “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths.… It’s this combination of the human and the digital that increases conversions as well as overall brand loyalty.”

JCK News Director