It’s time for a retail rebirth, JDA Software, Centiro research

The High Street isn’t dead. In fact, the most popular shopping method remains in-store, according to JDA and Centiro research involving 12,000 global consumers.

This also highlights the delicate balance between personalisation and privacy. People are keen on the personalised shopping experience technology can bring, with 40% of consumers using voice-controlled devices such as Siri and Alexa for some aspect of their shopping journey, and 23% buying an item through them. On the other hand, three quarters of them are concerned about their online and in-store shopping history being used to provide better more-personalised service.

Also of interest: Voice tech can revolutionise shopping, Argos

While the majority of global respondents use some form of emerging technology while shopping, the picture is very different in the UK: 70% of consumers are yet to use any emerging technology in stores. Looking to the future, the technology that grabs the general public’s imagination the most is Augmented Reality (AR) – 60% of global respondents would be more likely to make a purchase if they could use AR to preview products.

“This notion that stores are dying or there is a ‘retail apocalypse’ is exaggerated. Instead, this is a time for a retail rebirth,” says Lee Gill, Group Vice President, Global Retail Strategy, JDA. “While the industry may refer to it as omnichannel retailing, consumers across the globe no longer strongly distinguish between online and in-store channels.”

“All retailers are struggling with balancing the personalisation traditionally offered through e-commerce shopping with the convenience of an in-store experience. We see this time and again as more e-commerce retailers are opening bricks and mortar shops, and traditional retailers are looking to strengthen their digital and direct-to-home fulfillment.”