Retailers not meeting shopper in-store tech expectations, A.T. Kearney
When faced with the existing show-and-tell of emerging retail technologies, US consumers have heard the "tell" but have yet to see the "show”, according to research by A.T. Kearney involving 1,000 people
While 75% were aware of at least one retail technology, only 33% had experienced any. When it comes to in-store technologies, most retailers are lagging behind consumer awareness of them in terms of providing an experience involving one or more. The research focused on five critical technologies emerging in physical stores: augmented reality, mobile Point of Sale, cashierless checkout, interactive screens, and 3D printing.
It also identified a divide in terms of store type. 45% of respondents reported visiting a big box store because of a technological aspect of the shopping experience, contrasted with 24% who said that their visit to a specialty store was motivated by technology. Shoppers indicated that limited interaction and time-saving technologies were more important in a big box store, while customisation and experience were more important in a specialty store.
Nearly 50% of shoppers expect their shopping choices to be more influenced by technology in the future. Greg Portell, Global Consumer and Retail Practice Lead, comments: "Retailers still have the opportunity to address and meet consumer expectations by bridging the awareness/experience gap. The only question now is not if or when, but how; which technologies should retailers deploy, and how much should they invest in them.”