The Future Consumer
In last week's blog we looked at a recently published survey suggesting millennials still see the sales associate as hugely important to the customer experience. We questioned; In the modern age of retail, where digital advancement and integrated technologies seem to take all the friction points away from the need to make a trip to the shops, why does someone come into a store? What is driving over ⅔ of millennials to claim they see the sales associate as a crucial part of the shopping experience?
We concluded that the frictionless view of shopping we have been presented over the last few years, one that involves online stores and no human interaction is not one that holds up to scrutiny. Retailers and brands alike are now discovering that there can be a deeper emotional experience at the heart of any shopper's journey and one of the ways to really tap into that is through storytelling.