Key Takeaways
- Outperform competitors by providing real-time stock availability and promotion details on your website.
- Increase in-store sales by placing trained staff at checkout counters, return desks, and product information points.
- Build customer loyalty by focusing on helpful, friendly service, which shoppers value highly when recommending a store.
- Discover how convenient store hours, loyalty programs, and a good product selection encourage more frequent customer visits.
In-store retail remains alive and well across the UK—if anything, it’s seeing renewed interest.
While online shopping has solidified its place in the buying journey, more than 62% of consumers still visit physical stores weekly. (PDF p.7) Many do so because they prioritise immediacy, tactile product experiences, and human interaction. (PDF p.8)That said, expectations have shifted. Today’s shoppers want in-store experiences that are just as seamless, informed, and responsive as their digital ones. They’re not just walking in to browse; they’re coming with a purpose, often shaped by what they’ve seen or done online. If the experience falls short, they’re quick to switch to a competitor.
The good news is that improving in-store customer experience (CX) doesn’t require sweeping reinvention. Using recent insights from Resonate CX’s 2025 report entitled Current State of Retail Customers: Market Research Report 2025 | United Kingdom, this guide walks through seven practical tips you can apply to strengthen CX and drive meaningful revenue growth.
1. Find Out What Information Customers Value Before Heading to the Store
Your customers are likely doing their homework before stepping through the door. According to Resonate CX’s findings, stock availability, current promotions, and product range are the top pieces of information shoppers want access to in advance. (PDF p. 15) If they can’t confirm whether what they need is in stock or not, or whether a deal is still valid, they may delay or abandon the trip altogether. This applies especially to time-poor customers looking to make quick and efficient visits.
To reduce friction, keep your store’s website or app up to date with real-time stock levels, promotional details, and clear product information. It also pays to keep staff briefed on what’s currently being promoted online, so they’re prepared to assist customers who arrive with expectations set by digital channels.
2. Identify Key Areas Where Customers Want More Service
Despite the rise of self-checkouts and contactless shopping, staff support still plays a critical role in shaping how customers perceive your store. They’re likely to value service most at checkout, during returns or exchanges, and when they need advice about products. (PDF p. 16) Retailers who overlook these key moments risk higher churn, particularly if staff are unavailable or unable to help.
The best way to prevent customer churn in this context? Invest in staff training and assign clear roles at different stages of the customer journey. Rather than trying to be everywhere at once, focus your team’s energy where it matters most. Checkout efficiency, for instance, directly affects revenue and satisfaction. Similarly, having a knowledgeable product advisor on hand—even part-time—can lift trust and drive conversions for more considered purchases.
3. Understand the Key Factors That Influence Unplanned Purchases In-Store
Impulse buys are great for margins, and you can better maximise them if you understand what prompts these spontaneous decisions. The top triggers include the following (PDF p. 17):
- Well-placed promotions
- The convenience of picking items up on the spot
- Appealing product displays
- Previous positive impressions of the brand
- Emotional factors such as mood and gratification
If you’re aiming to boost unplanned purchases at your store, start by reviewing your product placement and visual merchandising. Are your current promotions visible at key points in the store? Are complementary products placed together logically? Even small tweaks—like having staff nearby to offer product suggestions or bundling offers—can make a difference.
4. Study the Factors That Help Boost Visit Frequency
Getting customers through the door more often is a direct path to increasing revenue. And while promotional activity remains the strongest drawcard for UK customers today, it’s not the only one. Shoppers also respond well to (PDF p. 45):
- Extended or more convenient opening hours
- A broader product range
- Practical perks such as free parking
- Improved loyalty incentives
Not every store has the resources to expand its product line or extend hours overnight, but there are still manageable ways to meet these expectations. You could, for instance, pilot late opening hours on peak days or add a simple loyalty scheme that rewards return visits. Think about what small, cost-effective changes could create better reasons for customers to visit more frequently. Some might appreciate exclusive access to limited deals; others want you to make it easy for them to find what they need without guesswork.
5. Leverage Customer Experience to Maximise Time Spent by Customers Inside the Store
The longer shoppers stay, the more they tend to spend, provided the environment encourages it. Resonate CX’s findings highlight a few features that make people linger, most notably:
- Friendly, knowledgeable staff
- Thoughtful store layouts
- Available lounge space with WiFi access
- Personalised customer service
The report also asserts that enhancing customer service is often a more sustainable move for retailers than expanding their product range, which can be costly. (PDF p. 47)
Even modest changes can create noticeable results. That might mean reorganising aisles for better flow, creating a small customer lounge, or offering short demos for new products. Training is always a good investment, as customers generally like to receive personalised attention from knowledgeable staff. The goal is to remove reasons to rush out of the store and add reasons to stay a little longer.
6. Take Advantage of Tech Tools Available at One’s Disposal
Shoppers now expect digital convenience as much from in-store retail as they do from e-commerce stores. Resonate CX’s research shows strong demand for tech-enabled features, such as:
- Self-service checkouts
- Real-time stock tracking
- Digital price comparison tools
- In-store navigation
- Mobile device scanning
More particularly, self-serve checkout has emerged as the top improvement UK customers want at 34%, with price comparison not far behind at 30%. (PDF p. 49)
The goal isn’t to overwhelm customers with bells and whistles, but to solve practical problems. Big spenders in particular respond well to innovations that speed up the path to purchase and improve control over their experience. More traditional shoppers may prefer simpler tools, such as clearer signage or mobile barcode scanners that offer instant product information.
If your resources are limited, start by identifying one area where friction is high. Consistent queuing problems, for example, send the message that self-checkout systems could be a useful investment for your store. Real-time inventory displays, meanwhile, can provide clarity at stores where stock queries are common. The right tech, used intentionally, can facilitate faster transactions and boost customer satisfaction in the process.
7. Understand the Key Drivers of Advocacy and High NPS Scores
Customer recommendations carry more weight than any marketing campaign, and a strong in-store experience remains the most reliable way to earn them. Different customers prioritise different aspects of the shopping journey, and understanding these preferences can help you fine-tune your CX efforts. Resonate CX defines three distinct types of buyers in particular (PDF p. 20):
- Traditional shoppers tend to prioritise price, deals, and practical store layouts.
- Aspiring NEOs seek a balance between value and experience, responding well to loyalty programs and service enhancements.
- NEOs—your most valuable, experience-driven segment—focus on service quality, product availability, and brand experience.
The report goes on to assert that all shopper types are most likely to advocate for a retailer on the basis of strong customer service. Other major factors include (PDF p. 54):
- Competitive pricing
- Product quality
- Product range
- Available promotions and deals
In other words, customers are more likely to promote your store when they feel well taken care of, not just when they get a good deal. Don’t scrimp on covering the basics—cleanliness, friendly staff, and an easily navigable store layout—and invest in consistently delivering helpful, human interactions. That’s what sticks in customers’ minds long after the transaction.
Turn Insight into Action: Make CX Your Store’s Revenue Engine
Retailers don’t have to guess what today’s customers want—the data is already here. Focus on the right CX improvements today, and you can reduce friction, increase satisfaction, and grow revenue without resorting to steep discounts or constant promotions.
Start with the areas that offer the biggest payoff: make essential information accessible online, optimise staff support at key touchpoints, and enhance the in-store environment in ways that matter most to your customers. Even small shifts can lead to more frequent visits, bigger baskets, and stronger long-term loyalty.
Frequently Asked Questions
What information do customers want most before visiting a retail store?
Customers most want to see stock availability, current promotions, and the product range on your website or app before they visit. Providing this information helps them plan their trip efficiently and reduces the chance they will choose a competitor instead.
What is the most practical way to improve in-store customer service?
Focus your staff’s efforts on the moments that matter most to shoppers, which are the checkout, the returns desk, and when they need product advice. Investing in training for staff in these key areas is more effective than trying to have general assistance everywhere at once.
Is it true that technology is making store employees less important?
This is a common misconception. While shoppers appreciate technology like self-checkouts for speed, they still depend on knowledgeable and friendly staff for product advice and problem-solving. Strong human interaction remains a primary driver of customer satisfaction and loyalty.
Besides offering discounts, what really encourages repeat store visits?
Beyond promotions, customers are encouraged to visit more frequently by convenient opening hours, a broader product selection, and valuable loyalty programs. Making the shopping trip easier and more rewarding builds habits that are not solely dependent on sales.
How can a store layout make customers stay longer and spend more?
A thoughtful store layout that is easy to navigate encourages customers to explore without frustration. Adding small comforts like a seating area or ensuring aisles are clear can make the environment more pleasant, which often leads to customers staying longer and making additional purchases.
What tech improvements do UK shoppers value most in physical stores?
UK shoppers show the strongest demand for self-service checkouts and digital price comparison tools. These features give customers more control over their shopping experience, allowing them to complete their purchase faster and confirm they are getting a good value.
Do all customers value the same things in a shopping experience?
No, different types of shoppers have different priorities. For example, some customers focus mainly on price and deals, while others are more interested in high-quality service and the overall brand experience. Understanding your specific customer base helps you focus on the improvements that will have the greatest effect.
What is the single biggest reason a customer will recommend a store?
The most powerful driver for customer advocacy is strong, positive customer service. While price and product quality are important, shoppers are most likely to recommend a store where they felt valued and received helpful, friendly assistance from staff.
With a limited budget, is it better to add more products or improve service?
For most retailers, investing in better customer service provides a more sustainable return than expanding the product range. Excellent service builds long-term loyalty and can increase spending per visit, while adding more products can be costly and may not meet customer demands.
What are the main triggers for unplanned purchases in a store?
Impulse buys are often prompted by well-placed promotions, appealing product displays, and the simple convenience of picking an item up on the spot. A customer’s positive feelings about the brand and their current mood also contribute to making spontaneous purchasing decisions.
