The finding: While 77% of US employees say they feel accountable for customer experience, just 23% strongly agree that their organization consistently delivers on the promises it makes to customers, according to a recent Gallup poll. Among retail workers, 39% cite staffing shortages as the biggest barrier to delivering exceptional products and services.

Why it matters: In an environment where consumers have nearly endless options for where to shop, execution is everything. If retailers fail to meet expectations—whether due to understaffed stores, long checkout lines, or inconsistent service—shoppers can easily take their business elsewhere. And once customers defect, winning them back can be costly and difficult.

That dynamic helps explain why some retailers, including Target, are increasing in-store staffing to bolster the customer experience.

Implications for retailers: Store associates are the frontline ambassadors of a retailer’s brand. If employees feel unsupported or unable to deliver on brand promises, that frustration can translate directly into weaker service and disengaged shoppers.

Closing the gap between intention and execution requires investments in staffing, training, and operational support. Done well, those investments should pay off in higher conversion rates, stronger customer loyalty, and improved retention among both employees and shoppers.

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