About 47% Have Experienced Difficulty Due to Few or No Staff While Shopping. Top Factor Making Shoppers Want to Return: 'Polite and Friendly Service'

Staff Availability and Service Quality Influence Shopping Satisfaction

Self-checkout counters have become more common, significantly changing the shopping experience.

While convenient, have you ever felt frustrated because you couldn't find a staff member when you had a question?

The presence of staff on the sales floor appears to greatly affect how easy shopping is and whether customers want to return to a store.

Therefore, we conducted a joint survey with 'MRS,' a specialized staffing and checkout operation agency for food and retail, targeting 500 men and women nationwide, on 'sales floor operations and customer service in supermarkets, department store basements, and other retail environments.'

※ When quoting this press release, please observe the following:

・ Clearly state the source as 'a survey by NEXER Group Inc. and MRS, a food and retail-specialized staffing and checkout operation agency'

・ Include a link to MRS (https://mrs-os.co.jp/)

Survey Overview: 'Customer Service and Sales Floor in Retail'

Survey Method: Online questionnaire

Survey Period: July 7–13, 2026

Respondents: Men and women across Japan

Valid Responses: 500 samples

Survey Questions:

Question 1: Have you ever felt that there were 'too few staff' or 'experienced difficulty due to staff absence' while shopping?

Question 2: In what specific situations did this occur?

Question 3: Have you ever been 'satisfied' or 'impressed' by store staff's service?

Question 4: What kind of service left you satisfied or impressed?

Question 5: Does the presence of staff with specialized knowledge (e.g., in meat, seafood, prepared foods) increase your purchase intent?

Question 6: Please explain your reason.

Question 7: What characteristics do staff or sales floors of stores you'd 'like to visit again' have? (Multiple selections allowed)

Question 8: Have you recently felt that a store was 'short-staffed' while shopping?

Question 9: Please describe any difficulties you experienced as a result.

※ Percentages are rounded to the nearest hundredth, so totals may not add up to 100%.

46.8% Reported Experiencing Difficulty Due to Staff Absence While Shopping

First, we asked whether respondents had ever felt a shortage of staff while shopping.

The results showed that 13.2% answered 'many times,' 30.0% 'several times,' and 3.6% 'once,' totaling 46.8% who reported experiencing difficulty due to staff absence or shortage.

On the other hand, 53.2% answered 'never.'

Nearly half of respondents have experienced moments when they felt understaffed at retail locations.

We further asked those who answered 'yes' to describe the specific situations. Below are some examples:

What specific situations did you experience?

・ When in a hurry, there weren’t enough staff at checkout, causing delays and slow service. (Female, 20s)

・ At supermarkets, I wanted to ask something but couldn’t find any staff. (Female, 20s)

・ Most checkouts are self-service, with almost no manned counters. (Female, 30s)

・ When trying to place an order, there was no one to call out to. (Male, 30s)

・ At clothing stores, I had questions but couldn’t ask, so I gave up buying. (Female, 30s)

・ At large stores like home centers with many products, I wanted to ask where items were located. (Female, 30s)

Respondents mentioned long wait times at checkout or order processing, and not being able to find staff when they had questions.

Additionally, the prevalence of self-checkouts and lack of manned counters, as well as giving up purchases due to inability to ask about products, were reported. Staff absence not only increases waiting time but may also lead customers to abandon their shopping altogether.

40.4% Reported Being Satisfied or Impressed by Staff Service

Next, we asked whether respondents had ever been 'satisfied' or 'impressed' by store staff.

The results showed that 10.6% answered 'many times,' 26.6% 'several times,' and 3.2% 'once,' totaling 40.4% who reported being satisfied or impressed by staff service.

On the other hand, 59.6% answered 'never.'

Despite negative experiences, a significant number of respondents also encountered memorable positive service.

We further asked those who answered 'yes' to describe the service they appreciated. Below are some examples:

What kind of service left you satisfied or impressed?

・ When shopping with children, staff helped carry baskets after checkout. (Female, 20s)

・ Staff opened the door for me when exiting. (Male, 20s)

・ Staff smiled and attentively listened to my questions, providing clear answers. (Female, 30s)

・ I received detailed explanations about products I didn’t understand. (Male, 30s)

・ Staff politely guided me to the product area while making light conversation, without seeming bothered and quickly. (Female, 30s)

・ At a mobile phone shop, a staff member approached me while I was browsing, and thoroughly and politely explained recommended models. (Male, 30s)

Small gestures like helping carry items or opening doors brought satisfaction.

Additionally, respondents appreciated staff who listened carefully to questions, provided detailed product explanations, and offered guidance to product locations.

Staff behavior not only assists in purchasing decisions but also builds trust and positive impressions of the store as a whole.

35.8% Said Purchase Intent Increases with Knowledgeable Staff

Next, we asked whether the presence of staff with specialized knowledge (e.g., in meat, seafood, prepared foods) increases purchase intent.

The results showed that 7.8% answered 'significantly increases' and 28.0% 'somewhat increases,' totaling 35.8% who said purchase intent increases with knowledgeable staff.

On the other hand, 25.4% answered 'not much change' and 38.8% 'no change.'

We also asked for reasons behind these responses. Below are some examples:

Those who answered 'purchase intent increases':

・ Being able to hear detailed explanations is important. (Male, 20s)

・ I can learn recommended cooking methods. (Male, 30s)

・ I can ask about detailed origins, which gives me peace of mind. (Female, 30s)

・ I’m more likely to buy when recommended by someone with expertise. (Female, 30s)

・ It’s helpful when staff suggest simple recipes or inform me about freshness. (Female, 30s)

Those who answered 'no change':

・ I can just look it up myself. (Male, 20s)

・ Price is everything. (Male, 20s)

・ I don’t care that much about food, and don’t usually ask. (Female, 30s)

・ I shop by looking at products, so I don’t mind whether it’s a specialist or part-timer serving me. (Female, 30s)

・ I usually know what I want, so I rarely consult staff. (Male, 30s)