News

Consumers want personal touch, seamless customer journey

June 3, 2019

A JLL study on shopper expectations reveals consumers want and expect skilled customer service, personalization, convenience and a sharing economy.

The report, "The Future of Retail is…," polled consumers on what they want within the next decade or so when it comes to the retail customer experience.

A majority of senior shoppers, 65.2%, want skilled customer service, the boomer shopper is wanting more entertainment and dining options and 41.5% of Gen X consumers want health-focused food, according to a press release on the study's finding.

"We're living in a world of chaotic consumer behavior. They shop around the clock, are in control, collaborate and share their experiences — good and bad — more than any other time in retail. Getting their experience right is going to be critical to retailers and shopping centers as they compete for time, energy and money," said Greg Maloney, CEO of JLL Retail, in the release.

JLL found that more than 40% of consumers want to see open green spaces in shopping centers, while another nearly 40% are seeking stores that provide healthy food and drink options while they shop.

Nearly three-quarters of millennials and Gen Z shoppers are open to partake in the sharing economy, noted the release. JLL found that more than one-half (57.3%) of shoppers are willing to rent trendy, well-made products, with the more than 20% willing to rent clothing and jewelry and another nearly 20% willing to rent electronics. 

JLL found shoppers aren't expecting futuristic tech in the shopping experience, but want an interactive, frictionless retail experience. Just about 10% expect customer service robots in the next 10 years.