Retailers, 95% Of Shoppers Want To Be Left Alone In-Store

Source: https://www.forbes.com

While retailers have been investing heavily in training and technology to improve customers’ in-store experience, research by HRC Retail Advisory suggests a majority of shoppers don’t appreciate it.

According to HRC, 95% of consumer want to be left alone while shopping, unless and until they need an employee’s help. Even when they do need assistance, a majority of shoppers prefer to use in-store technology to get their questions answered rather than talking to a person. Approximately 85% of shoppers would rather use a price scanner to check a price than have to track down and ask a customer service associate.

On the flip side, when shoppers need advice regarding product choice, close to 52% said they valued the services of an in-store personal shopper, especially when buying technology items. This is an anomaly, the study found, however, as more consumers prefer to rely on shopping advice from friends and family gathered via social media than from store associates.

Desirable In-Store Technology

When asked about the most important factors when shopping, 53% of respondents indicated that in-store environment was key.

Other services or technology shoppers valued include:

  • Reserve online, pick up in-store. Forty-two percent of Millennial shoppers and 38% of Generation Z reported that being able to research apparel online and try it on in-store before purchasing was important.
  • Mobile promotions and sales. Nearly 34% of those surveyed reported that receiving promotional messages and sales announcements on their smartphone upon entering a store was important.
  • Mobile point-of-sale. Nearly 30% of respondents reported that being able to pay for a purchase from anywhere in the store was important, suggesting that digital scanning technologies will become increasingly important to retail.
  • In-store wifi. Being able to tap into free wifi while in-store, to seek input on purchases via social media, was also important to 30% of survey participants.
  • In-store apps. Apps that provide personal recommendations to shoppers was important to about 29% of shoppers. By comparison, 17% ranked sales associates as sources of help as important.

Innovations Shoppers Panned

However, not all in-store technology is welcome. Consumers found the following three innovations of little interest:

  • In-store events. Events around apparel and beauty products were important to only 19% of those surveyed, though 24% of Gen Z shoppers approved, suggesting younger generations of shoppers may respond better to such promotional events.
  • Dressing room technology. Only 17% of those surveyed found dressing room technology that assists with shopping valuable or important.
  • Mobile payments. The option to pay via a mobile app was only important to 8% of those surveyed.

“As consumers begin favoring in-store technology over sales associates while they shop, retailers must adapt to shopper expectations in the store environment,” said Farla Efros, president of HRC Retail Advisory.



Categories: Business, Retail, Technology, USA

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