Almost 90% of sales still take place offline, because customers prefer interaction in a brick-and-mortar store, especially when the buying decision is complex. This preference gives the in-store sales associate a critical opportunity for converting motivated shoppers into buyers. Timely advice from a well-informed store associate has the power to influence the buying decision and create a loyal customer for the retailer.
Most initiatives for improving in-store conversion rates involve personalization, which requires knowing the identity and preferences of the shopper. However, the vast majority of in-store shoppers prefer not to divulge their identities. The ability to consistently assist the right shopper at the right time may well be the critical cog that improves conversion and retains retail store significance.
