Commentary

Consumers Warm To Shopping Tech

Consumers have expectations of ways technology can help them shop, but retailers aren’t always prepared to meet those expectations.

For example, more than half (54%) of consumers say they are likely to choose a retailer offering a self-checkout kiosk, but only 21% of retailers offer such kiosks.

These are among the findings in surveys of consumers and retailers conducted by enVista.

The majority (66%) of consumers say they are likely to select a retailer if it offers mobile coupons and promotion, while 51% of retailers offer them.

Location technology such as geofencing and beacons are helping retailers a bit, but there’s still a long way to go to effectively support in-store shoppers.

Along the purchase process, 18% of retailers can identify customers as they approach the store, 42% when they are in the store, 13% within the store before checkout and 27% at checkout. It’s much easier to identify online shoppers, of course.

Nearly half (42%) of retailer have implemented beacons, but half of those say they need improvement.

There are other gaps, in both directions.

While 54% of retailers offer mobile wallets, 39% of shoppers want them -- and while 43% of consumers are likely to pick a retailer that has wayfinding, only 21% offer it.

Consumers are gradually becoming more aware of the benefits of shopping technology. The market need now is to close the gap between what’s desired and what’s delivered.

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