Millennials Thrive on in-person Interactions and Brands should take note declares River

The rise of the cashless economy and developing technology is essential to driving the retail economy forward, but it is essential that brands don’t forget to ensure they are still presenting a human element to the buying experience,”

declares Lauren Harrison, Managing Director of River.

In a consistently developing customer environment, direct marketing agency River have weighed in on the approaching cashless economy - and why face-to-face customer service will play a huge role.

River has commented on the approaching cashless economy, defining how many businesses are now replacing traditional tills with contactless (and human-less) technology.

Whilst a cashless economy can be encouraged, particularly in this new 'covid-safe' world, in an industry that thrives on in-person human interaction, the company has weighed in on the importance of customer service, and why face-to-face interactions remain essential.

Research from UK Finance found that the British public used debit cards 13.2 billion times over the course of 2017, many of these through online and self-service methods. However, in contradiction to this research a study conducted by Mattersight Corporation found that of 1,000 Millennials surveyed, the majority valued person-to-person interactions during their buying experience.

Researchers continued to find that of those 1,000 Millennials a shocking 1% preferred contacting a brand on social media over face-to-face interactions - a statistic much to the delight of River. The survey continued to find that over 500 respondents cited a desire to interact with friends and family in-person, dictating higher levels of quality conversation - an element River are eager to replicate.

“We believe that during the increased use of self-service checkouts, customer service chatbots and the rise of online shopping, face-to-face interactions remain more essential than ever before. The rise of the cashless economy and developing technology is essential to driving the retail economy forward, but it is essential that brands don’t forget to ensure they are still presenting a human element to the buying experience,” declared Lauren Harrison, Managing Director of River.

Manchester's dynamic sales and marketing specialists River have become experts in the customer service arena, and are eager to share their thoughts on the current consumer climate. In response to their passion for in-person interactions the firm’s Managing Director, Lauren Harrison has planned and conducted many communication-based workshops aimed at maximising the skills of the firm’s brand ambassadors, to ultimately improve the consumer experience.

Source: https://www.adweek.com/digital/surprising-study-millenials-prefer-human-interaction-over-digital/

Managing Director: Lauren Harrison