Millennials OK With Sales Interactions in Stores Due to Smartphone Conditioning, NRF Says
Millennials welcome in-store interactions with sales staff (56 percent) more than Generation X and baby boomers, stemming from millennials being used to searching on their smartphones to find “exactly what they’re looking for,” the National Retail Federation reported. When that…
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younger cohort can’t, “that’s when they seek out in-store help, expecting the sales associate to solve their issue quickly,” NRF said Thursday. Personalization appears to be important to consumers, but technology used to improve personalization has made shoppers uncomfortable, it said. Tech such as virtual reality and artificial intelligence “may not be the magic bullet retailers hoped for,” said the association.