17 Retail Customer Service Examples & Tips (2025)

In retail, where competition is fierce and consumer choices abound, one factor stands out as a game-changer: exceptional customer service. 

It’s important always to strive to provide the highest level of service and wow your customers each time they interact with your business. The best part is that, unlike most parts of the customer journey, you have full control over the quality of service you provide. 

Ahead, get inspiration from 17 real-life customer service examples and the difference between good and bad customer service to help you on your way.

What is retail customer service?

Retail customer service is the support and assistance provided to customers in a retail store. It involves interactions between sales staff or customer service representatives and shoppers. This action can happen before, during, or after a purchase. 

The retail customer service process can include addressing customer inquiries, resolving issues, providing product information, and ensuring a positive shopping experience. It applies to both online and offline channels, including phone calls, emails, live chats, social media, website, and in-person interactions in brick-and-mortar stores. 

The importance of customer service in retail

Customer experience is critical to the success of any retail business because it influences:

• Sales. Over three-quarters of shoppers will go out of their way to do business with a company that provides better customer service. Plus, when in-store shoppers are greeted with helpful customer service, they’ll feel more confident buying products. They know which item is the right choice for them. 
• Word-of-mouth referrals. Consumers who rate a company's service as “good” are 38% more likely to recommend that company to a friend. This is a powerful marketing engine for any store. New customers come your way without having to acquire them using your own resources.
• Customer loyalty. Some 95% of customers say that customer service impacts how loyal they are to a brand. Interestingly, this is still true even if you didn’t get it right the first time. The service recovery paradox shows that recovering from a mistake builds more goodwill with customers than if the experience was perfect from the outset.

Examples of good customer service

Whether your business’s retail team interacts with retail customers at a brick-and-mortar store or an online store, they should be able to provide excellent customer service. Below are 13 examples of excellent customer service in retail.

1. Add a personal touch

Your advantage as a local retail business is that you can offer a level of personalized service that ecommerce giants can’t. Customer service is an opportunity to add a human touch to your business. 

For example, if a customer is looking for a pair of black skinny jeans, walk with your customer to the table where they are displayed instead of just saying, “They’re over there on that table.” Then, you can hold up the various options and talk through the different product features to help them compare the jeans and make a decision. 

💡PRO TIP: Shopify creates unified customer profiles to log every interaction that someone has with your brand. See products they’ve bought online, conversations they’ve had with previous customer service agents, and loyalty points they’ve earned through Shopify POS. 

Use this information to personalize the retail customer experience. If someone has already purchased a 13-inch laptop, for example, you could cross-sell a compatible charging cable or protective case. 

2. Be transparent and educate customers 

At first, it might feel pushy or bad for customer service, but if you’re transparent and spend time educating shoppers before they buy, they’re likely to leave happy. Starting a conversation can also help you adapt your recommendations to their needs. 

Use the “FAB” formula to help you and your sales staff easily recall the details of each product you sell:

• Features are the characteristics or components of a product.
• Advantages refer to what the features can do. 
• Benefits are what the customer can get from the product and its features—it’s the most important part. 

First, make sure you’re knowledgeable about the products you sell. If you’re not designing and manufacturing them, ask the brands you stock for product knowledge guides explaining the features, advantages, and benefits of the merchandise. Getting familiar with your products and bestsellers will ensure that you always have items to recommend.

Then, when a new shopper comes into your store, you can pay close attention to their body language. If it looks like they want to engage with you, it’s a great time to ask what they’re looking for and then educate them about the products that match their needs. 

Be transparent about how and where the products are made, as well as the benefits of each item. Showing the merchandise that can be used together is a great way to cross-sell or upsell. 

Finally, pitch benefits that are unique to each shopper. For example, if you’re selling a raincoat, the features could include the material and how water repellent yet breathable it is. The advantages could be durability and easy care instructions compared to other raincoats. And lastly, the benefit could be staying dry on the rainiest of days. 

3. Respond quickly to all customer feedback 

Responding to positive and negative feedback in a timely manner shows that you’re listening to customers and value their opinions, regardless of whether it’s good or bad. 

Say you sell activewear and recently added a new brand to your retail floor. Customers buy it up with excitement so they can be the first in your area to rock the new gear. But when they go to their next yoga class, the inseams of the leggings unravel. In a few more wears, they’ll show off much more than they’d like during their next downward dog.

You start to get calls, emails, and online reviews about this issue. The best thing you can do is respond immediately. Even though you’ll lose money accepting all the returns, it’s the right thing to do. You can also respond to public online reviews by saying something like, “Thank you for the feedback. We value your support, and we are addressing this issue with the vendor right now. Check your email for return and refund instructions.”

This shows that you’re responsive and willing to correct issues quickly. 

In a case like this, you can also go back to the supplier and tell them about the issue. Hopefully, they’ll let you return the stock and refund your money.

4. Use creative and unexpected return policies 

If a customer makes an order online and then decides they don’t like it or it doesn’t fit, recommend that they give it to a friend or family member and offer to send them a new product for the same value. This way, you’ll make them happy, and you’ll get your products in the hands of another potential customer. Or the customer may decide to use the item anyway. 

You may decide only to use the returnless refund strategy for VIP or first-time customers to promote loyalty. You can also pick a random monthly shopper to test this strategy and avoid spending too much money. 

Whatever you decide, put it into action by creating an email template that gets sent to certain customers who contact you for a return. Or if a customer is making a return in-store, you can explain it then. 

Your email could read something like this: 

5. Find a workaround when items are out of stock 

Unfortunately, keeping an item in-stock isn’t always something you can control. Suppliers might have a materials shortage that affects their output; an incoming shipment might get stuck in transit during a storm. 

What really matters is how you react to the situation when customers learn that their chosen product is unavailable.

If the worst happens and a customer runs into an out-of-stock product, best practice is to check for stock at other local stores or fulfillment centers.

Shopify POS’s buy-in-store, ship-to-customer feature lets you complete these transactions in-store, ship orders to shoppers from your warehouse, and give your store credit for making the sale. “Shipping allows for a much higher conversion than if we tell them to go back home and order it online,” says Travis Boyce, head of global retail operations at Allbirds.

Other solutions to salvage the retail customer experience include:

1. If the product is from a brand you carry, contact them to see if they have extra stock for immediate delivery so you can fulfill your customer’s order. 
2. If you manufacture and wholesale your products, see if one of your retailers has stock of the particular item. 
3. Recommend an alternative but similar item.

For these options to work, inventory must be updated and synchronized with your total available stock. 

Shopify unifies inventory data to offer real-time visibility into stock levels across all locations from your POS system. You can confidently say to the customer, “We don’t have this product in stock at this store, but we have another location that’s 10 minutes away and has five items in stock. I can reserve one for you now if you have time to head over there.” 

6. Build a connection with local shoppers 

Connecting with shoppers during all stages of their buying journey is a great way to build relationships.

You’re more likely to remember a cashier who strikes up a conversation with you versus store staff who don’t say a word. Finding something you have in common with shoppers is a great way to build a connection and offer a memorable experience, even if it’s something small. 

Be observant when chatting with or ringing up customer orders at the checkout counter. Look for commonalities so you can find a way to connect with people, then start a conversation based on those commonalities. 

For example, if you notice at the checkout counter that the customer is carrying a tennis racket and you also play tennis, ask them where they play and talk about your favorite local courts. In this scenario, the customer is ready to pay, but you can still try to chat with them. It shouldn’t only happen when you’re trying to make a sale.

7. Remember and reward repeat customers 

Keeping the 80/20 rule in mind can help you grow your business—80% of business generally comes from 20% of customers. That’s why encouraging customer loyalty is key. You can do this by letting frequent customers know you’re grateful for their support. 

Use POS software that lets you keep track of repeat customers, build customer profiles, and synchronize data to offer personalized shopping experiences. You’ll have quick access to notes, past orders, and the total amount a customer has spent with your business. 

Then, put your customer data to good use by adding loyalty apps like Smile to your point-of-sale system. This lets you reward customers for shopping with you, both in-store and online. 

You can even take it further by personally thanking them at the checkout counter or sending a personal note with their next online order. This element of surprise and delight can encourage retention. 

8. Proactively address online store shipping issues 

Naturally, customers need help with shipping and delivery. Whether it’s a missed delivery, delay, lost package, or damaged goods, a handful of issues could occur. 

In most cases, these incidents are not your fault, but you’re still responsible for providing good customer service. That’s why it’s crucial to carefully track customer orders and guarantee that the package arrives on time and intact. 

If something goes wrong, be proactive by getting in touch with the customer immediately to fix the situation. Don’t wait for them to contact you. 

If you also have an online store, create a system that helps you closely track the status of online orders and shipments. If you see any red flags, get ahead of the situation by taking the initiative to contact your customer instead of waiting for them to reach out to you because they never received their order. 

💡PRO TIP: Add the tracking reference number to every customer order in Shopify to enable real-time delivery tracking through the Shop App. It removes the pressure from your customer service team since they’re not bombarded with “Where is my order?” questions. Shoppers are automatically notified whenever there’s an update to their order.

9. Offer “try before you buy” for online shoppers 

If you can manage the logistics, letting customers try on items before they buy is a great way to build relationships with them. It can also reduce product returns since customers already have experience with the product before they buy. 

Companies like Stitch Fix and Birchbox are pioneers in creating try-before-you-buy programs, but you can also test this strategy on a smaller scale. 

For example, a cosmetics retailer could offer miniature versions of its bestselling moisturizer. A home fragrance retailer might bundle multiple mini oils into a discovery pack to help customers find their favorite scent. 

10. Perfect your in-store greeting 

Excellent customer service starts the minute potential customers walk into your store. Creating a unique in-store greeting will help you make a solid first impression.

You could say hello, ask for the customer’s name, introduce yourself, and offer to place their bags behind the counter so they’re more comfortable as they peruse. Try to make every customer feel special with a friendly greeting that isn’t immediately associated with making a sale. 

Here are three options to get you started: 

Option #1

You: Hi, welcome to [store name]. My name is [your name]. We have a lounge on the left side of the store, so feel free to take a break from shopping and have a glass of water. I’m here if you need anything. 

Option #2

You: Hi, welcome. My name is [your name]. And what’s your name?

Customer: Hi, my name is Jane.

You: Hi, Jane. Nice to meet you. Would you like me to store your bags behind the counter while you look around?

Option #3

You: Hi, my name is [name]. What brings you in today?

11. Send a handwritten thank-you note

Handwritten thank-you notes are a kind gesture and a surefire way to stand out from other retailers (particularly larger ones). It may feel like an antiquated way to greet customers, but it’s a memorable experience. 

Thank you notes are most commonly used to thank customers for an order, but there are more reasons why businesses should send handwritten notes, including: 

• Improving response rates
• Building a stronger connection with customers 
• Making customers feel special by saying happy birthday
• Recognizing a milestone like a wedding or graduation

Use a printing company like Moo or Vistaprint to create branded thank you cards, or rely on direct mail services like PostPilot to automate postcards with a handwritten message. Chances are, people will keep your note. It’ll boost loyalty and turn customers into brand advocates. 

12. Streamline customer service across all channels

To successfully build lasting relationships with your customers, it’s crucial to deliver a steady customer service experience via email, phone, live chat, social media, website, and store.

Here are three immediate ways to streamline your customer service communications. 

1. Send direct messages via social media. If a customer leaves a comment on one of your Instagram posts asking for more information about your products, respond directly in the comments section or send them a DM to answer their questions. You can also provide your business email address and let them know they can email you. 
2. Add live chat or a chatbot to your website. Live chat is a great way to engage with site visitors while browsing. It’s also helpful for customers who want to buy online and pick up in-store. You’ll be available to answer questions quickly while they’re shopping online, which can improve customer service and conversion rates. Shopify merchants already have access to this technology through Shopify Inbox.
3. Create a customer service email address. Email is a quick and easy way for customers to contact you with questions. It also lets you respond when you have time, although it’s best to respond within 24 hours. You can use a general company email address, like [email protected], or create a dedicated customer service email address and list it on your website and social media channels. 

Make it known if it usually takes 24 hours to respond to customer emails. This way, when a customer tries to contact you via email, they have a rough idea of how long they can expect to wait before they hear back from you.

13. Offer self-serve options

Unlike customers in a retail store, many online shoppers may want to avoid one-on-one interactions with a customer service rep. Some prefer to resolve issues on their own wherever possible. 

Give customers the opportunity to do so with self-service options. This can include a simple FAQs page or an automated chatbot that can assist with returns or answer questions about products. 

Examples of poor customer service in retail

It’s not just examples of good retail customer experience that we can learn from. Here are four things to avoid on your quest to offer outstanding customer support. 

14. Making the customer wait

Failing to meet customer expectations for response time, service quality, and the overall service experience can damage a customer’s opinion of your retail store. It can lead to lost sales—58% of consumers say the ability to reach customer service on the channel of their choice easily influenced their decision to purchase.

Your POS system greatly impacts how quickly you can go through checkout. Fewer taps and compatible POS hardware reduce manual work, therefore speeding up the process.

Tomlinson’s, for example, took advantage of Shopify POS features such as automatic discounting and loyalty app integrations. These features allowed the pet supplies retailer to almost halve the taps required to process a transaction, resulting in a 56% reduction in in-store checkout speed.

15. Using negative or dismissive language

Negative language can make customers feel unheard and frustrated. That’s the opposite of good customer service, where shoppers walk away feeling satisfied with their experience.

Here’s a quick cheatsheet on negative language that customer service associates can default to and what to say instead:

• “I don’t know.” → “Let me find out for you.” 
• “We don’t have this in stock.” → “I’d be happy to check whether this product is available at another store.”
• “I’m busy right now.” → “I’m helping another customer at the minute, but I’ll be with you as soon as I can.”

16. Lack of empathy

Customers want to know that they matter. Empathy helps them feel heard and understood—even if you’re unable to solve their problem. 

Empathy can also diffuse difficult situations. Say, for example, that a customer wants to return a coat, but they’ve lost their receipt. They bought the coat as a gift for their mom who isn’t a fan of long sleeves. She’d prefer one with detachable sleeves.

Instead of being blunt and brushing off their concern, respond with empathy. Something like this can do the trick: “I understand your frustration here—it’s difficult to guess what someone would like! We require proof of purchase to initiate a return, but I can give you store credit instead. We have a new gilet in stock that your mom might like. Can I show you it?”

17. Failing to apologize

No matter how much training you do, people will make mistakes. Retail associates might forget to apply a discount at checkout. Visual merchandisers might’ve put the wrong pricing tag beside a product.

When customers highlight these mistakes, take accountability—even if it wasn’t you who made the mistake. Sincerely apologize for the inconvenience it has caused the customer, and offer a resolution to fix the issue. 

For example, a customer might come back to your store after they took another look at their receipt. The price tag on the shelf said your candle was $9.99, but they were actually charged $14.99. Here’s how you might respond:

“I’m so sorry about this! I’ll remove the label myself and pass your feedback on to our team to make sure it doesn’t happen again. I’ll also issue a refund for the $5 difference to the payment method you paid with. It should be in your bank account within the next few days. Again, my apologies!”

Retail customer service tips

Hire the right people

Your retail staff will be interacting with customers daily. They act as spokespeople and representatives for your brand, so ensure you’re diligent throughout the hiring process. Just one bad hire can impact the entire team.

Here are some important customer service skills to look for when recruiting customer-facing staff:

• Strong communication skills
• Patience and emotional regulation
• Active listening 
• Problem-solving skills
• Positive attitude

Reps should strive to maintain a polite and respectful demeanor, use appropriate language, and adhere to company customer service standards and protocols. 

This is especially important in person, where face-to-face interaction creates greater engagement opportunities. However, online support staff should also try to convey a warm tone in virtual interactions and phone or video calls. 

Offer customer service training 

Skilled sales staff and customer service representatives are key to excellent customer service. But you can’t expect employees to know your brand’s products, policies, and goals—or the best way to interact with customers—without training them.

Train customer service reps so they are knowledgeable about products, services, company goals, and policies. They should be able to effectively communicate that knowledge about your retail business to customers in a helpful, clear way, and improve customer satisfaction. 

While online customer service reps may specialize in specific queries, such as sales or refunds, employees at brick-and-mortar stores should be all-around knowledgeable and empowered—such as returning online sales in-store, conducting price adjustments, and answering questions about special promos. 

Regardless of what your sales associates handle, encourage problem-solving and empower your customer service associates to resolve issues promptly and effectively. This includes addressing product defects, dealing with difficult customers, handling returns or exchanges, or finding creative solutions to other customer service needs. 

Set the standard

Loyal customers will likely interact with your business across multiple touchpoints. Ensure that the tone, voice, and style of communication are aligned across channels to create a unified brand image—no matter where they interact or who they talk to. 

Set and maintain customer service standards by:

• Highlighting great examples of customer service from retail staff
• Reminding staff of your core values, such as patience or empathy
• Standardizing key touchpoints, such as your store greeting or chatbot response
• Encouraging store managers to lead by example 
• Using mystery shoppers to see how staff interact with customers when unsupervised 

Monitor customer satisfaction

One great benefit of working with customers at a brick-and-mortar store is the face-to-face interaction. Yet without notes to refer back to or the paper trail most online interactions leave, in-store customer service reps must be empathetic and active listeners. The better you can understand a customer, the easier it is to assist them. 

Make a point of following up with prior customers who have made recent purchases, or those who have abandoned their carts. Use surveys, social media monitoring, and customer reviews to gauge customer satisfaction levels online. 

Pay attention to customer service metrics like:

• Net Promoter Score (NPS): How likely people are to recommend you on a scale of one to 10
• Customer satisfaction score (CSAT): The percentage of people who are satisfied with their shopping experience
• Customer lifetime value (CLV): The average amount of money that each customer spends with your brand during their lifetime

This can help you identify pain points, areas of improvement, and customer preferences. 

Apply these customer service examples at your retail store

Consumer behavior is constantly changing. This includes marketing preferences, buying habits, and how people interact with businesses. 

Your retail customer service strategy may evolve too, but customers’ demand for good customer service and support is constant. That’s why it’s crucial to always develop the best ways to deliver outstanding customer service and adapt to meet your customers where they are. 

To recap, this includes: 

• Making sure you and your staff are knowledgeable about the products you sell
• Being available for customer questions and responding promptly (even to negative feedback)
• Doing what you can to go above and beyond and make customers happy and feel special
• Winning at customer service by using an easy-to-understand POS system