5 Insights for retail: What shoppers really care about

In this article, we’ll cover:

• The main driver of retention and conversion in retail
• Why atmosphere is almost always the top priority
• The service detail that makes the biggest difference
• The biggest customer irritation in retail
• What makes people return and the fastest reason they leave without buying

This survey was conducted among our community of 70,000+ consumers. With more than 6,000 detailed responses, clear patterns emerged. The largest group of respondents is aged 30-49 (approximately 45-50%), followed by 50-69.

1) Employees have the greatest impact on retention and conversion

If you take away one conclusion from this study, let it be that employees define the in-store experience. Not just by what they do, but especially by how and when they do it.

We see this reflected across multiple areas:

• Retention: Friendliness and helpfulness are frequently mentioned as reasons to return.‍
• Conversion: Consumers most often leave without buying when employees are unfriendly or when there are too few employees available.‍
• Experience: Shoppers disengage when employees aren’t visible, are on their phones, or are mainly interacting with each other.

For retailers, this is good news, since you can actively manage and improve this. Curious about the key focus areas in your stores? Learn more about how we help retail and hospitality brands gain clear insights into the customer experience by leveraging our mystery shopping community.

2) Atmosphere comes first, cleanliness gains importance for 50+

When we look at what people value most in a store, atmosphere ranks clearly at the top. Cleanliness also scores high. Among shoppers aged 50-69, we see a notable shift: cleanliness ranks even higher than atmosphere.

That makes sense, because atmosphere and cleanliness are closely linked:

• A well-maintained store feels more trustworthy.
• Clutter, overfilled displays, or dirty floors quickly create irritation.
• The attitude of employees influences atmosphere just as much as styling or music.

Practically speaking, investing in atmosphere almost always supports conversion. People stay longer, browse more calmly, and are more open to assistance.

3) Why timing matters so much

Service quality isn’t defined by whether help is offered, but by how and when it’s offered. Timing turns out to be a decisive factor in how consumers evaluate their store experience.

On the sales floor, this creates a familiar tension:

• Approaching too early feels pushy or intrusive.
• Approaching too late feels like a lack of attention.

The sweet spot lies in giving customers space while remaining visibly available. Consumers want to feel acknowledged, but on their own terms. That’s why it helps to base timing less on instinct and more on recognizable signals.

For example:

Work with behavioral indicators instead of fixed time rules.

• Browsing: Looking around, comparing, circling back, checking prices.
• Doubt: Picking up and putting down a product, walking another round, seeking confirmation.
• Purchase intent: Heading directly to one spot, holding a product, moving toward the fitting room or checkout.

Use open phrasing that gives customers choice, such as:

• “If you have any questions, feel free to come find me.”
• “I’ll be nearby, just let me know if I can help.”

An important detail, is that respondents up to age 29 focus relatively more on a neat, well-kept store. From age 30 onward, timing of assistance weighs more heavily in the overall experience.

4) The biggest customer irritation in retail

The number one irritation consumers mention is clear. Employees chatting with each other or being on their phones. In those moments, customers feel ignored, and it creates the impression that service is not a priority.

Among younger consumers (15-21), we see a different emphasis. They more frequently cite unclear pricing as their biggest frustration. This isn’t just about the price level, it’s about clarity:

• Accurate shelf labels
• Clear promotional offers
• No surprises at checkout

5) Why people return and why they leave without buying

When it comes to retention, one theme consistently stands out; friendly, helpful employees. People remember how they were treated. But the fastest reason for leaving without a purchase is equally clear. Unfriendly employees or too few visible employees.

What you can do to prevent this:

• Make responsibilities explicit throughout the day and agree on who serves as the main customer contact during peak hours.
• Train for visibility, not just for providing help. Drop-off often happens before someone even asks for assistance.

Four actions you can start tomorrow

Here are four low-threshold actions you can implement right away:

• Make service visible, even without a conversation. Eye contact, a nod, or a brief smile prevents customers from feeling ignored.
• Actively practice timing and train employees to recognize customer stages (browsing, doubt, purchase intent).
• Discuss one concrete customer observation with your team each week. Not numbers, but a real-life situation. What went well? What could improve?
• Targeting a younger audience? Regularly check pricing clarity, especially for promotions and rotating assortments.

Curious what this looks like in your stores?

Insights such as timing, atmosphere, and employee behavior have a measurable impact on conversion and retention. Mystery shopping research makes these insights tangible. By structurally measuring behavior, service, and experience, you gain visibility into differences between locations, timeframes, and teams.

This allows you to improve strategically and focus on what truly matters to your customers.

Want to learn more about what we can do for you? Get in touch.