Great customer service has always been a competitive advantage in retail. But with shoppers able to compare prices, research products and buy online in seconds, the experience they receive in-store can mean the difference between making a sale and losing a customer.

New YouGov research commissioned by Elmo Software, surveying over 1000 Australian shoppers, reveals just how much is at stake. More than half (57 per cent) of Australians say the service they’ve received in a physical store has influenced their behaviour in the past 12 months. Almost three in 10 (29 per cent) have walked out without buying something they intended to purchase, 27 per cent have complained to family and friends, while 25 per cent have bought the product online or from another store instead. Nearly a quarter (24 per cent) decided not to shop at that store again.

Yet the findings also reveal an opportunity for retailers. In the past 12 months, almost half (49 per cent) of Australians have purchased something in-store despite knowing it was cheaper elsewhere, because of the service they received. It goes to show that while price matters, knowledgeable, attentive staff can still give physical retailers an important competitive edge.

When customers receive disappointing service, it’s easy to assume the problem lies with a disengaged employee. But the reality is often more complicated.

A team member might be juggling several customers because the roster hasn’t accounted for a busy trading period. A new starter might lack the product knowledge to confidently answer questions; the YouGov research revealed 45 per cent of shoppers have been served by a staff member who seemed new or not properly trained more than once during a peak trading period.

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