5 Reasons Your Retail Customer Experience is Suffering (And How to Fix It)

There’s a growing gap between the shopping experience customers expect and what many retailers are actually delivering. Whether it’s because retailers are overlooking shifts in the retail environment or simply sticking to outdated practices, it’s clear that change is needed.

Providing a positive customer experience doesn’t just help build brand loyalty—it directly impacts revenue. In fact, customers are likely to spend 140% more with companies that meet their shopping experience expectations.

The truth is, poor customer experience often stems from issues that aren’t always obvious: outdated security measures, confusing store layouts, or slow technology. If retailers don’t keep up with modern expectations and adapt to new solutions, they risk losing loyal customers—and ultimately, revenue.

In this blog, we’ll dive into five reasons your retail customer experience might be suffering—and how you can fix it with smart retail security solutions.

5 Reasons Your Retail Customer Experience May Be Suffering

A major trend in retail right now is that customers expect a more personalized shopping experience and want businesses to incorporate AI, whether in-store or through customer support. In fact, 70% of consumers notice a clear gap between companies using AI and those that aren’t. Customers are also looking to spend less time waiting—they spend more time in line at retailers than in restaurants, doctor’s offices, and banks combined—and they want more options right at their fingertips.

Some retailers are fully aware of these challenges but are struggling to find the right solutions. For others, the issues that are impacting the customer experience might not even be on their radar.

Today’s shoppers are increasingly leaning towards self-serve options (unattended retail), that means more than just self-scanning, customers want more control over every part of their shopping journey. Self-service is no longer just a nice-to-have—it’s becoming the expectation. However, many retailers hesitate to implement these options, concerned about security in an environment with fewer employees available to monitor the floor.

The reality is customers are embracing self-service because it offers convenience, speed, and autonomy. Whether it’s self-checkout stations or mobile scan-and-go options, or even receiving in-store recommendations they want less friction and more freedom. But for retailers, it can be daunting to allow for unattended retail experiences, especially with concerns about theft and product loss.

Solution:
InVue’s Smart Locks make it easy for customers to grab products on their own using a one-time code. They work for both customers and employees, letting them open locked cases with a smartphone or store-issued device. This helps cut down on wait times, keeps products secure in self-service areas, and is perfect when staff is limited. Plus, you’ll get an audit trail showing who opened what and when, so you always know what’s going on. With InVue Smart Locks, you can offer a smooth, secure self-service experience for everyone.

Did you know 84% of payments made in the U.S. are cashless? Considering most people are paid via direct deposit, consumers want a flexible and frictionless payment process. If your store is relying on outdated point of sale (POS) systems or doesn’t offer modern payment methods (think: mobile wallets, digital payment apps, etc.), you’re likely frustrating customers and losing sales.

Even with more payment options available, customers are still concerned about the security of their personal details and payment information. If your point of sale hardware and payment terminals are outdated, it can give the impression that you’re relying on old software that may not offer proper encryption to keep their data safe. While customers enjoy the speed and convenience of tap-to-pay and other contactless methods, their trust in your ability to protect their information is key to making them feel comfortable using these options.

Solution:
Upgrade your POS to InVue’s NE360 DynaFlex II Go payment terminal. It easily attaches to most mobile device cases, allowing your employees to assist customers anywhere in the store. This mobile solution supports tap, swipe, and dip payment methods, giving your customers the flexibility they want.
It also adds an extra layer of security by protecting customer payment information. With a mobile POS system, your staff can complete transactions quickly and securely, whether in the aisles or near the fitting rooms. This not only speeds up the process but also creates a more personalized and efficient shopping experience.

Security is important, but when retailers go overboard with their security measures, it can backfire. Today, many stores are locking up nearly everything, from high-ticket items to even the most mundane products, to prevent theft. While this might help secure merchandise, it can also turn customers away and hurt your revenue.

When customers encounter displays that look more like fortresses, they’re more likely to walk out and shop elsewhere or head online to avoid the wait for store assistance. Not only do these measures make it harder for customers to interact with products, but they can also create an uncomfortable shopping atmosphere. If customers feel like they’re being treated like potential thieves before even making a purchase, it can kill the shopping experience, resulting in lost sales and lower customer satisfaction.

The key is finding the right balance between security and customer experience. You need to protect your products without turning your store into a high-security zone that discourages browsing. Retailers need solutions that allow customers to freely engage with products, but still protect their merchandise.

Solution:
Invest in the right merchandise display security solutions to match your store’s needs. InVue offers a range of customizable security options, like InVue’s Zips, that can be tailored to secure nearly any product while still allowing customers to interact with it. These flexible, solutions protect your products without compromising the shopping experience, striking the perfect balance between security and customer engagement.

If your employees are constantly being called to unlock cabinets, monitor self-checkout stations, or deal with other security-related issues, they don’t have time to provide the customer service your shoppers deserve. Employee engagement is a major part of the customer experience, but when your staff is overburdened with security tasks, they become disengaged, stressed, and less likely to offer personalized help.

This issue often arises in stores that rely on manual lock-and-key systems for high-ticket or high-theft items. While this may have been an effective solution in the past, it creates a bottleneck where employees have to stop what they’re doing to help customers access products. This takes away from the overall experience and hurts your ability to connect with customers.

Solution:
InVue’s OneKEY ecosystem is the solution to all the problems of traditional lock-and-key systems. Its IR technology ensures it will never lose power, and each employee has a unique PIN, so you can track who accessed what, when, and where. If a key is lost or stolen, it automatically times out and can’t be used again. This allows your employees to spend more time assisting customers, improving both the customer experience and staff satisfaction.

Retailers often prioritize aesthetics over the practical flow of the store. A cluttered, confusing layout forces customers to navigate tight aisles, wait in long lines, and struggle to find what they need. This not only frustrates shoppers but also makes it harder for them to browse and shop efficiently.

One common issue is security checkpoints that are poorly placed, disrupting the natural flow of foot traffic. Outdated security measures like old alarm gates or unnecessary bag checks create delays and make customers feel inconvenienced.

Solution:
To improve the customer experience, redesign your store layout to minimize congestion and create clear, intuitive paths for shoppers.

The right security solutions can give you the flexibility to create the layout you want. For example, smart security systems allow you to place high-value items at the back of the store, knowing they’re secure, rather than crowding everything near the register. This helps protect your merchandise while maintaining a more customer-friendly store design.

Elevate the Retail Customer Experience with InVue

A poor customer experience can seriously impact your retail business. But by striking the right balance between security and convenience, you can create a shopping environment that meets modern customer expectations. From expanding self-service options to investing in mobile POS systems and optimizing your store layout, there are many ways to enhance your customers’ experience and drive sales.

At InVue, we believe retail security should never get in the way of a great shopping experience. Our products are engineered with the way shoppers shop today, providing security solutions that enhance both safety and convenience. Whether it’s securing products while allowing customers to interact freely or offering mobile POS systems for faster, more personalized service, we make security an asset, not an obstacle.

Ready to create a more customer-friendly store? Contact InVue today to discover how our solutions can transform your retail experience.