Retail Store Associates Struggling to Meet the Needs of Hyper-Informed Shoppers, Survey Finds

36% of retailers say meeting the demands of hyper-informed customers
is one of the top threats to their business

45% say store employees spend too much time trying to find the answers
to customer service questions 

COLUMBUS, Ohio – August 14, 2025 – Retailers are struggling to live up to shoppers’ expectations when it comes to having the right data and insights to facilitate great customer service in the store, as shopping journeys increasingly spans both online and physical locations, according to a new survey.

This growing knowledge gap between shoppers and store associates is eroding consumer trust and diminishing the value of human interaction — a critical element of the in-store experience.

These are among the findings from a study by Retail Systems Research (RSR), sponsored by Jumpmind. RSR surveyed both retail executives and store managers in December 2024 through January 2025 to understand opportunities, threats, gaps and technology spending priorities, as retailers aspire to meet modern shopper expectations.

Retailers surveyed almost exclusively agreed it’s vital that store associates can provide product knowledge that surpasses the customer’s own research. Modern-day hyper-informed shoppers research reviews, pricing and product specifications before going into stores, and are looking to store associates to provide service that goes beyond answering basic questions to serve as trusted advisors and provide a deeper understanding of merchandise.

However, 35% of retailers admit that one of their top operational challenges is meeting these customers’ higher level of service expectations. And less than one-third (32%) of consumers say their favorite retailer provides easy access to customer service when they have a problem.

Shoppers expect a seamless transition between browsing online and shopping in-store. However, most retailers say they’re only “OK” at connecting store associates with consumers’ online shopping data, noting that they have “some but not all” information integrated across channels. 21% of retailers cite customer dissatisfaction with the lack of seamlessness between online and in-store experiences as a top concern, while 36% say meeting the demands of hyper-informed customers is one of the top threats to their businesses.

Data access and product knowledge aren’t the only challenges plaguing associates. Store associates are stretched thin, with many retailers saying their employees spend too much time trying to find the answers to customer service questions (45%), on technology support and maintenance (42%) and on administrative tasks (38%). Meanwhile, critical tasks such as shipping products, inventory management and shelf restocking are delayed as a result.

“Retailers often rely on legacy technology systems in stores that are not user-friendly for associates. As a result, associates are often left to find workarounds or leave customers with a less-than-stellar experience,” said Steve Rowen, Managing Partner at RSR.

“In-store shopping is now tightly connected to the digital experience, with customers arriving to collect online orders, check items they’ve researched, or find something new,” said Lauren Cevallos, Head of Strategy and Customer Success at Jumpmind. “Associates need technology that lets them easily handle whatever comes their way, whether that’s picking and packing an order, processing a return, arranging a ship-to-home item from another store, or scheduling repeat deliveries. When those capabilities work together in one place, associates can keep the experience smooth for the customer, no matter how complex it is behind the scenes.”

To learn more about the research, visit: https://www.jumpmind.com/market-intelligence/winning-with-answers-insights-in-the-store/

About Jumpmind
Jumpmind is a leading provider of innovative retail technology solutions. Our cloud-native, mobile POS platform empowers retailers to streamline operations, enhance customer experiences, and achieve sustainable growth. With a future-proof architecture and a focus on delivering exceptional value to our clients, Jumpmind is committed to shaping the future of retail technology. Jumpmind powers inspired in-store experiences for a growing list of leading retailers, including American Eagle Outfitters, Build-A-Bear Workshop, DTLR, Petco, Reitmans Canada Ltd., Shoe Palace, The Paper Store, Landmark Group, and The Vitamin Shoppe. Learn more about Jumpmind at www.jumpmind.com.

Media Contact:

Erin Lutz
Lutz Public Relations and Marketing (for Jumpmind)
949.293.1055
erin@lutzpr.com