Shoppers want retailers to improve in-store customer experience with tech

Shoppers want retailers to improve in-store customer experience with tech
Rachael Power writes for TechForge Media, writing about marketing tech, connected cars and virtual reality. She has written for a number of online and print titles including the Irish Times, Irish Examiner, accountingWEB and BusinessZone. Rachael has a passion for digital marketing, journalism, gaming and fitness, and is on Twitter at: @rachpower10.

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Retailers are under the spotlight from consumers to provide smoother shopping experiences. Customer experience, both on and offline is a vastly important part of your marketing efforts, as – if positive – ensures return custom. 

According to a survey of over 2,500 UK consumers by Worldpay, there are a lot of frustrations out there when it comes to shopping. 

The most vexing aspect of online shopping, as highlighted by the survey, was cited as being delivery. Over half of those who took the survey said they’d abandoned a purchase if it didn’t offer the delivery option they’d wanted. 

Other frustrations around online shopping include the fact that it doesn’t pack that social punch for some shoppers, nor does it offer the same chance to try products as the high street does, the report said. 

But, it does come up tops for convenience – and the fact consumers can get what they want, when they want it, is making them a little less tolerant for in-store hold ups. 

Queueing: A not-so British pasttime anymore

Queueing in particular is seemingly very annoying for customers; with three quarters saying being asked to wait in line for over five minutes is too much to bear.

And when it came to using tech to improve the in-store experience, 80% of shoppers said retailers should definitely do this as well as offer services that reduce queue time.

These forms of tech include the ability to scan an item with their phones and pay instantly, as well as a click and collect service and the ability to check a store’s stock before visiting. 

There’s other tech that can help take away lengthy lines, including mobile point of sale devices, Worldpay said, but only a quarter of shoppers have seen them in-store.

Pace of change set to increase, so keep up

The company’s UK CMO James Frost said shoppers just aren’t used to waiting in line anymore, particularly younger generations who are so tech-savvy and used to getting what they want, when they want it. 

“The idea of waiting in line is increasingly at odds with the type of experience shoppers now expect from high-street retailers. Today’s shoppers are time-pressed and deal-savvy. Retailers need to anticipate their demands, engage with them in ways which are meaningful, and ultimately make their lives easier by removing the hassle from making a purchase.

“As uncertainties over the economy make consumers more discerning with their purchases, the pace of change is only likely to increase. Retailers that will flourish will be those that continue to innovate in the direction consumer expectations are moving,” he added. 

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