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Report: Technology Improves Consumers’ Shopping Experience


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Consumers are embracing the use of retail technology to improve their shopping experience, according to the National Retail Federation’s Summer 2019 Consumer View report. In turn, retailers are employing various opportunities to support these needs.

“Technology has become part of our everyday lives, and consumers are open to adopting technologies that make shopping easier,” said Mark Mathews, vice president for research development and industry analysis for the National Retail Federation (NRF). “Retailers know this and are embracing investments in technologies that improve customer service and the customer experience whether it’s online, in store or on mobile devices.”

According to the report, “Consumers are very interested in solutions that take the uncertainty out of shopping. The ability to address these needs is already shaping consumers’ decisions on the brands and retailers they shop.”

Sixty-three percent of consumers said retail technologies and innovations have improved their shopping experience on mobile devices while 66 percent said they have done so in stores and 80 percent online, according to the report.

The report also found that there are many opportunities for retailers to simplify shoppers’ path to making a purchase. For example, consumers are interested in technologies that show whether a product is in stock (55 percent), help them compare prices or read reviews (49 percent), make it easier to find a product or its location (47 percent) or try an item before buying it (38 percent).

While many of the technologies that retailers are deploying are still in the early phase of consumer adoption, initial consumer attitudes toward them are positive, said NRF officials.

The report found that 89 percent of those who have tried in-app store navigation would try it again, along with 88 percent of those who have used smart dressing rooms, 86 percent for augmented reality, 83 percent virtual fit and 82 percent virtual reality.

In addition, 69 percent of those who have tried mobile payments have been satisfied, along with 67 percent who have bought an item online and picked it up in-store and 63 percent who have used self-checkout, according to the report.

The Consumer View is a recurring report issued by the NRF that gauges consumer behavior and shopping trends related to stores, online channels, customer loyalty, technology and other topics. This recent report surveyed 2,926 U.S adults from April 24 through May 17.

 

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