Although the number of pure online buyers is steadily growing, consumers still prefer to make purchases over the counter: 44% want to actually touch the product and take it along right away.
According to the current Oracle survey “Retail Without Limits”, 55% of customers find having direct contact with the sales staff is also important (with 66% in Germany even finding this very important). By contrast, 34% prefer to shop online and have the goods delivered to them; this is particularly the case in China (49%).
46% of respondents also indicated that in-store service considerably influences their loyalty. This apparently includes the fact that sellers recognise their customers and remember their preferences – something appreciated by 25% of shoppers. The competence of sales clerks is another criterion of customer satisfaction: 44% appreciate it when sales clerks make use of digital tools such as tablets and other mobile devices to clarify details in the course of the sales conversation. (Source: Oracle/bs)