In an era obsessed with shiny objects — from AR mirrors to metaverse storefronts — a new 2025 report from Chatmeter delivers a pointed reminder: customers just want stores to work. 

At a recent webinar co-hosted by The Robin Report and Chatmeter, Rachel Schultz, Director of Product and Content Marketing, walked through the key findings from Chatmeter’s new 2025 In-Store Specialty Retail Report, based on over 500,000 consumer reviews and a supporting survey of U.S. adults. 

The message? Flash may grab attention, but execution is everything — and retailers are still struggling to get the basics right. 

Stores Still Matter — But the Bar Has Been Raised 

Forget the headlines that declared the store obsolete. Chatmeter’s data says otherwise: consumers still prefer in-store shopping over online, driven by a desire for immediacy, tactile experiences, and trusted guidance. 

But those expectations have evolved. Post-pandemic shoppers are less patient, more tech-literate, and far more demanding. A long line at checkout, empty shelf, or clueless associate isn’t just a minor inconvenience — it’s a loyalty breaker. 

The “Tech for Tech’s Sake” Trap 

While many retailers have rushed to install digital mirrors, AR try-ons, or gamified experiences in hopes of “reimagining” retail, the report found customers rarely mentioned these innovations in reviews. 

Instead, what they did talk about — over and over — were: 

• Wait times 

• Inventory accuracy 

• Staff helpfulness 

• Clean dressing rooms 

“Customers aren’t saying, ‘I hate AR,’” Schultz clarified. “They’re just not talking about it at all. What they are talking about is how hard it was to find their size, or how long it took to check out.” 

The implication is clear: technology must solve real problems, not just create Instagrammable moments. 

Personalization Is the Expectation — But Execution Falls Short 

Across beauty, jewelry, and apparel, shoppers increasingly expect personalized service — and they’re disappointed when they don’t get it. 

In beauty, 38% of surveyed shoppers said they asked an associate for a personalized recommendation, but sentiment data showed the knowledge gap among associates is widening. 

Apparel brands fared no better, with dressing room support — or lack thereof — becoming a critical choke point. Complaints about messy, understaffed fitting rooms were up, and negative sentiment around “trying before you buy” rose sharply. 

The takeaway? Investing in employee training may offer higher returns than the latest POS gadgetry. 

Checkout Still Isn’t Fixed 

Despite years of investment in self-checkout and mobile point-of-sale solutions, checkout remains one of the most consistent pain points across retail. 

Mentions of “checkout” in reviews were up 19% year over year — and skewed neutral to negative. Long lines, glitchy systems, and staff unable to troubleshoot tech were common themes. 

Even mobile checkout hasn’t caught on. Only 16% of consumers reported using it — often because it wasn’t offered, or they weren’t comfortable trying it. 

And worse? Those who did use new systems often found employees weren’t trained to help when it went wrong — a reminder that even the best tech can backfire without human support. 

Inventory Woes Are Driving Store Visits — and Frustration 

Here’s the paradox: inventory is the number one reason customers go to a store — and the number one reason they leave frustrated. 

“Almost 4 in 10 customers had to ask for something that wasn’t on the shelf,” Schultz said. “And if the website said it was in stock and it’s not? That’s a trust issue.” 

The report spotlights “inventory betrayal” — when the promise of convenience (e.g. “in stock at your store”) turns into disappointment. And for brands already dealing with post-COVID sensitivities, that disconnect can feel personal. 

A bright spot? Schultz pointed to David’s Bridal’s Endless Aisle program as a good example — using in-store kiosks to access online inventory without making customers start their shopping journey over. 

Associates Still Drive Experience — for Better or Worse 

One consistent finding: employees are the single biggest driver of positive reviews — and negative ones when things go wrong. 

In beauty and jewelry, staff sentiment was generally high. But in apparel, particularly around returns and fitting rooms, associate support fell short. 

Retailers experimenting with commission-based incentives should take note: in one example shared by Schultz, a retailer that switched to commission saw trust erode, foot traffic rise, but revenue per customer drop. 

“They were pushing too many products,” she explained. “The customer didn’t feel like they were being helped — they felt like they were being sold to.” 

Returns Are a Relationship Test 

Returns continue to be a flashpoint, especially in apparel and jewelry. Sentiment was sharply negative, driven not just by policy but by poor communication at the point of sale. 

Schultz shared examples where associates were able to salvage negative return experiences through basic empathy — a reminder that kindness, not kiosks, may be the best investment in customer experience. 

Promotions Work — But They Expose Weak Spots 

Sales and in-store discounts remain a top driver of store visits. But they’re also a magnifying glass. 

“When customers come in for a promotion, it drives up traffic — and also the stakes,” Schultz said. “If the store is messy, inventory is gone, and checkout is slow, that frustration will land in your reviews immediately.” 

What Tech Actually Helps? 

The report calls for a shift from gimmicky tech to problem-solving tech. The features consumers actually value: 

• Buy online, pick up in-store (BOPIS) 

• Real-time inventory accuracy 

• Staff-assisted mobile checkout (when executed well) 

Schultz cautioned retailers to stop chasing features and instead “ask what problem the customer is trying to solve — and how we help them solve it faster.” 

A Note on Measurement: Track It All 

If there’s one meta-insight from Chatmeter’s report, it’s this: you can’t fix what you don’t measure. 

Schultz urged brands to: 

• Analyze sentiment, not just star ratings 

• Track trends across multiple feedback sources (reviews, surveys, social) 

• Identify shifts in real time, not months after the fact 

She compared customer feedback to pointillist art: “Each review is a single dot. Zoom in, it’s hard to see the pattern. Zoom out, and you see the full picture.