One does not need pure “fulfillment agents” in the store, but experience managers or somewhat exaggerated – “feel-good managers with product know-how”. The way the advisor treats me as a customer has a significant influence on sales. If I feel comfortable and am treated as an equal, I will be more inclined to spend more and not to pay attention to whether I got the best bargain.
The decision on whether it is worthwhile to operate a bricks-and-mortar shop should be made differently. It no longer depends purely on the turnover of the POS. The store is a point of experience and a builder of trust. For higher-priced products, you have to be on site – this has a significant impact on direct traffic, conversion rate and thus also online sales.