Channel agnostic parents want simple retail experiences, Cybertill

74% of parents of children aged 11 years old and under hate when shop staff lack product knowledge, according to research by Cybertill.

The company surveyed 2,004 people (306 of which were parents with children aged up to 11). The latter are more likely to be channel agnostic and tend to browse products in real life and compare prices online before deciding to buy. When asked in general about features they’d like to see in-store and online, 64% want a dedicated Click and Collect till or area when collecting an order and 48% of parents are frustrated when there is a long queue to collect their Click and Collect order.

When it comes to in-store tech, 41% of parents want self-stock check and 32% self-checkout via touchscreen displays. “Parents want retailers to keep it simple. If you’re thinking of investing in digital technology in-store, make sure that you’re going to make the shopping experience more efficient and helpful,” says Ian Tomlinson, Founder and CEO of Cybertill.

“Smyths Toys are really on the money with Click and Collect. With a wait time of just one hour, this can only be a good thing for parents who have limited time as it is. Secondly, ensure that your shop staff is knowledgeable and has access to technology that allows them to serve customers in-store effectively, and thirdly, consider offering facilities in-store that will make your shop a destination for parents shopping with their children, whether that be offering free drinking water, a changing room, or simply a place to rest or play.”