A Look Behind
Only 15 percent of consumers trust retail sales people.
When it comes to product recommendations and CE purchases, consumers just don't trust retailers to give them an honest opinion about the best options. They therefore ask their friends and family, conduct research online and busily peruse the aisles at retail, while nervously glancing around, hoping not to be accosted. However, there is a real catch-22 here, which retailers must recognize. Consumers rate availability and friendliness of sales staff as important decision factors in store choice (75 percent and 70 percent, respectively) — even if most consumers (59 percent) just need someone to tell them where to find something. All of this makes me wonder what the industry can expect from 2003 and beyond. As always, CEA will be there, with surveys in hand, to shed light on the trends.
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