We’ve all been there—standing in a store, ready to buy, but unable to find someone to help. Despite the effort it takes to shop in person, the experience often falls short when assistance is hard to find.

In the latest episode of Modern Work Monday’s, Nolan and Jeff explore how retailers can bridge the gap by bringing the advantages of online shopping into physical stores.

The missing piece to in-store purchases

Online shopping offers instant access to live chat, reviews, stock levels, and product comparisons. Yet many still choose in-store shopping for the experiential elements e-commerce can’t replicate.

When a customer’s made the effort to drive to a store, park, and start browsing, the intent to buy is strong. The product is there, the time investment’s been made, and the interest is real. But when there’s no easy way to get help, the customer walks—often straight to an online competitor.

Customers expect the same speed, support, and convenience they get online. So why haven’t retailers bridged the gap?

Rethinking in-store support

Shoppers want quick, easy access to help, just like they do online. But with staffing challenges and rising expectations for convenience, many are less willing to wait for help from an associate.

Reaching for a phone is easier than chasing down an associate, but customers are app fatigued. They want a simple way to request help without digital barriers. Retailers can meet that need with straightforward tools like SYNQ’s text-for-help or AI-driven requests that offer immediate support.

Investing in user-friendly solutions ensures customers get the help they need, keeping them engaged and in store.

Closing the gap

As Jeff points out, it’s not easy to implement these changes across large-scale operations. However, the longer retailers wait to embrace these technological advancements, the greater the risk of losing out to e-commerce giants who already offer seamless shopping experiences.

Retailers need to assess their investments, the data they have, and the areas where customer experiences aren’t as good as they could be. While it won’t happen overnight, making incremental improvements and prioritizing digital solutions is the first step to closing the gap between the online and in-store shopping experiences.