What Today’s Customers Really Want: 5 Shifts SMBs Can’t Afford to Ignore

Small and mid-sized businesses (SMBs) are facing a growing challenge: customer expectations are shifting faster than ever. What worked five years ago doesn’t always work today, and consumers are making choices based on far more than just price or proximity.

To stay competitive and continue growing, SMBs need to understand what today’s customers truly value and how to deliver it consistently. Here are five major shifts reshaping retail and what you can do to stay ahead.

1. Personalized Experiences Are the New Standard

Customers no longer want one-size-fits-all service. According to McKinsey, 71% of consumers now expect companies to deliver personalized interactions, and 76% get frustrated when that doesn’t happen.

What this means for SMBs:

• Use customer purchase data to tailor recommendations and rewards
• Train staff to recognize and greet returning customers by name
• Offer flexible checkout options based on previous shopping behavior

POS tip: A smart point-of-sale system like AccuPOS can help track purchase history and automate personalized offers.

2. Frictionless Checkout is Non-Negotiable

Speed and ease are key. Long lines or clunky systems can lose you a sale. A 2023 survey by PYMNTS found that 61% of customers have abandoned purchases due to checkout frustration.

What this means for SMBs:

• Adopt contactless payment and mobile wallet options
• Offer buy-now-pay-later (BNPL) for larger purchases
• Utilize handheld POS tools for line-busting

3. Values-Driven Shopping Is on the Rise

More customers want to support businesses that align with their values. From sustainability to community involvement, your mission matters.

What this means for SMBs:

• Highlight eco-friendly practices and local sourcing
• Share your community involvement stories on social media and in-store
• Align loyalty programs with cause-based incentives (e.g., donate points to local charities)

4. Real-Time Communication Builds Trust

Today’s shoppers expect quick, transparent communication—whether that’s an order update or product availability. A delayed response can send them elsewhere.

What this means for SMBs:

• Use SMS or email updates for promotions and order status
• Empower frontline staff with real-time inventory visibility
• Respond quickly and authentically to online reviews and messages

POS tip: Real-time analytics from integrated POS systems help avoid stockouts and streamline communication.

5. In-Store Experiences Still Matter

Despite the rise in online shopping, physical stores aren’t going anywhere—they’re evolving. Shoppers are looking for more than just transactions: they want experiences.

What this means for SMBs:

• Host workshops, demos, or community events
• Create interactive product displays or sampling stations
• Make every in-store visit feel personal and memorable

Final Thoughts

The expectations of today’s customers are higher—but so is the opportunity to stand out. SMBs that embrace these shifts with authenticity, technology, and creativity are poised to not only retain customers but build deep brand loyalty.

Want to learn how the right POS tools can help you adapt to these trends with ease?

Contact AccuPOS for a free consultation and demo.

Sources:

1. McKinsey & Company. (2021). The value of getting personalization right—or wrong—is multiplying. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
2. PYMNTS. (2023). Why Consumers Abandon Purchases at Checkout. https://www.pymnts.com/news/retail/2023/why-consumers-abandon-purchases-at-checkout/
3. IBM Institute for Business Value. (2020). Meet the 2020 consumers driving change. https://www.ibm.com/downloads/cas/EXK4XKX8
4. Salesforce. (2022). State of the Connected Customer Report (5th Edition). https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
5. National Retail Federation. (2023). Consumers Want Experiences More Than Ever. https://nrf.com/media-center/press-releases/consumers-want-experiences-more-ever