Customers get lower satisfaction from their shopping experience when stores have too few employees and, more importantly, when stores lack employees who are knowledgeable about what's in the store. After analyzing the results of the study, the researchers suggest that a "Modest reallocation of the payroll budget among stores" in this particular chain could yield a 2-3% increase in sales with no increase in cost - a clear signal that adequate, knowledgeable staffs help drive customer satisfaction and retail execution success. But what surprised researchers the most was the potential financial return if the unnamed retailer were to make even a modest investment in hiring more staff.
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