Consumers emerging from the pandemic have higher expectations about their in-store shopping experience, according to a new ChaseDesign|JGA survey. Consumers across America well appreciated how retailers pivoted to ecommerce and other retail technology to counter COVID 19 restrictions, easing the stress of meeting the demands of their day to day living.
But consumers now want more and better retail technology to enhance their personalized in store shopping experience. They want it to be more efficient and effective and more enjoyable, according to the study.
Consumer use of various retail technologies was included in the survey, revealing their top preferences: self-checkout, mobile applications and store mapping. They also found that larger store chains such as such as Walmart, Target and Kroger are viewed as leaders in meeting their needs, but discount chains are now catching up to current technology.
Higher consumer expectations are driving retailers to pursue innovation. However, shoppers remain reserved about a range of technologies introduced by top brands such as augmented reality, virtual reality and QR codes. These retail technologies require more time and effort by the consumer to learn their features and benefits.
Other key findings from the ChaseDesign|JGA retail technology survey:
- The smart phone is the most used shopping technology with 67% of shoppers,
- Shoppers want more self-checkout both in-stores and in more stores,
- Consumers have identified wayfinding or “store mapping” as the second most preferred technology on their phone and it influences their choice of retailer, and
- Over 70% of shoppers report out of stock items as problem and want retailers to offer a tech solution.
Joe Lampertius, President of ChaseDesign|JGA, offers a view of the future of retail technology and notes that the study reveals the bottom line of what consumers are seeking. Saving time is foremost for shoppers. They gravitate to a particular technology for its ease of use and the clear value it brings.
“There’s an immediate opening for companies to offer more relevant and worthwhile experiences through tech at retail. Experiences that guide shopper behaviors and help them learn about, compare and find new relevancy for products. Done well, this can result in more shopping experiences that result in conversion to purchase.”
ChaseDesign|JGA conducted their online survey in September 2022 through its proprietary research platform, mPulse. They contacted 1,000 consumers between the ages of 25-54, identifying respondents as to being the primary or secondary shopper in their households.
The complete survey results are available at ron@rampr.com
