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Omnichannel marketing creates an opportunity for marketers to support customers throughout their purchase journey. However, one of the things marketers need to do with omnichannel is respond effectively to the will of the customer. A report from retail technology provider Salesfloor examined customer desires when it comes to in-store shopping.
Customers still visit retail locations, partially to see what’s on offer, but largely because they want to interact with associates for advice. According to the report, 58 percent of customers said that online shopping lacks the level of service provided by in-store associates, and 84 percent said they seek advice or recommendations from sales associates.