Study confirms retail executives don't know what consumers want

Senior retail executives are out of touch with what consumers want in their shopping experiences. In a series of three surveys reaching out to consumers and retail executives alike, First Insight found that responses to questions of consumer shopping habits and the influences that drive shopping decisions varied drastically between the two groups. “Many senior retail leaders are out of touch with the importance of discounts, coupons and promotions in-store, and the importance of emerging technologies consumers are embracing to research pricing,” First Insight wrote in its report. “The impact of this disconnect will only continue to grow as prices rise due to tariffs.”