Salesmanship might correct some of that problem. If a good salesperson explains that here you can get service and inspect the merchandise it blunts the internet appeal. Everybody has some horror story of something they purchased by computer. A really good salesperson can also make the experience of buying enjoyable and convince the consumer that this local business is worth supporting. A great sales approach will have them feel like they are doing a fabulous thing supporting their community and country while making their life easier. Maybe they need more sales training in the UK.
60 years ago a good salesperson could enjoy a middle class lifestyle in retail. In those days many stores paid salespeople low base pay plus a commission. A good salesperson would stay with one store for a career and develop a clientele of loyal customers.
Unfortunately as retail shops were bought up by chain stores commissions were ultimately eliminated to save operating expenses. Chain stores have expensive overhead structures and distribution networks to sustain. Plus the senior management of the big chains doesn’t work in the store so it is disconnected from customers and the associates working with customers in local markets. These executives create value by standardizing and streamlining operations, not by tailoring product assortments for a local market. Sales associates to them are an expense item to be minimized, not a resource to be trained and deployed as a competitive weapon.
The American people in mass have voted for the low prices and efficiency of national chain stores versus the high service local store model. When Walmart entered new markets in the 1970’s, 1980’s, and 1990’s the local stores serving a town would be crushed.
Today pure play Internet retailers, such as Amazon, are the latest manifestation of the low price trend. Their distribution networks are highly efficient, smaller, and simpler than national store chains. They require fewer people to operate, and they don’t incur the rent expenses of brick and mortar storefronts, nor do the incur the cost of placing inventory in thousands of stores.
Retailers are not stupid. I’ve worked in retailing and sold to retailers. The the good ones are constantly experimenting with new staffing concepts, new store designs, and product assortments. Unfortunately in most product categories adding to stre staff levels and training rarely delivers sufficient sales to justify the higher cost. Customers consistently vote with their dollars for low price and self service over high service.
A great cartoon of years ago said, "If we live in a service economy, how come I can't get any?" Go to any major retail store and search for the answer to your qeustions. I spent nearly 30 minutes with two guys at Home Depot trying to find the correct nails for a nail gun to do a cedar fence. I could ahve done that on the web in half the time. But I thought they could help...wrong - until soeone came along with some skill and wisdom.