Currys research shows how human intelligence can help retailers

There’s a new breed of post-pandemic shopper in town, demanding help from experts and rejecting faceless robot retailers, according to research from Currys (previously known as Currys PC World).

The retailer says that shoppers are seeking out face to face human interaction and expertise alongside digital experiences when buying everyday technology, which is often expensive, unfamiliar and difficult to select.

In 2020, Currys launched its 24/7 online ShopLive platform. The service has proved to be popular with over three million customers engaging with it to date.

Currys states that in 2021, 58% of people shopping for expensive and unfamiliar tech products would like to speak to a real life human expert before they buy, whether that be in-store or online.

In fact, 57% of shoppers that get human help are more satisfied with their purchase than those who don’t, and they say that interactions with humans lead to them making the right choice first time.

Computing tech is the category with the highest need of expertise. Research also shows that return rates are higher when consumers don’t speak to an expert beforehand.

Currys predicts it will have around 150,000 online ShopLive conversations during Black Friday week, this November. It is also set to build on this move with a new website that, it says, will “enable better content, more personalisation and a slicker, quicker experience”.

At the same time, however, stores still have a big role to play. 

Internal data from the business shows that 61% of shoppers believe it is important to see a product in real life before buying, where consumers can have conversations with experts in a unique environment where they can see, touch and play with the tech they are thinking about buying.

Currys is making improvements within its bricks and mortar locations, introducing content that shows how products work on interactive customer facing digital screens.

It is also investing nearly £25 million in extra advanced training for its 13,500 colleagues which involves undertaking an additional 16 hours of further training.

Ed Connolly, Chief Commercial Officer at Curry, says: “Technology is such an intrinsic part of our lives now.”

“More than ever before, prior to handing over their hard earned cash, people want advice about the tech they buy from a real life human expert, particularly when it comes to expensive and more complex kit.”

“The new Currys brand has evolved to match this changing consumer need, delivering helpful, expert in person advice when and where shoppers need it most.”

“We have invested heavily in our website and in ensuring that our frontline colleagues are not only the absolute experts on the tech we sell but that they also know how to get to the heart of what customers need and want.”

He adds: “We know not every purchase requires guidance from an expert. Sometimes shoppers already know what they want, or they just need something small and simple, which our websites and stores are well equipped for.”

“However, when it comes to more complex products, speaking to someone in-the-know, whether that is online or in-store, is what today’s new trend in ‘Robot Rejection’ is all about.”

“Expert advice shortcuts the lengthy buying process, cuts out confusion and ultimately arms shoppers with the tech they need.”