The lack of in-store personalization remains a major pain point for retailers: 49% of U.S. consumers still say they “never” or only “sometimes” receive personalized service while they’re in a store, according to a survey from TimeTrade.

The report, titled: TimeTrade State of Retail 2017, suggested that by failing to offer shoppers the personalized shopping experiences they want, U.S. retail stores left approximately $150 billion in potential revenue on the table in 2016. Consumer respondents said they would increase their in-store spending by 4.7% on average if they received better, more personalized service from retailers