Study: Technology can enhance women’s shopping experience

Seattle - The intersection of technology and retail, online, in-store, apps, mobile, can enhance the shopping experience for women 25-40. According to a new report from Waggener Edstrom, “Romancing the Store: Reconnecting in the Empowered Shopper Era,” when done correctly, tech offerings can be a seamless part of the overall experience and help bolster sales.



When the relationship becomes too transactional, however, retailers risk losing customer loyalty. In addition, women today approach shopping as a skill, a game to be won by finding the best discount. But discounts drive only short-term relationships. Retailers can win by using tech platforms to redefine value and keep shoppers engaged.



And for shoppers, endless information across channels can feel like a high-pressure situation to make the right choice. Retailers can use communications to guide decision-making and restore confidence.



Waggener Edstrom conducted this in-depth study with a diverse group of women in the U.S. ages 25−40. Women were recruited to shop using a propriety mobile research app that explored the emotional territory of shopping. The quantitative data was supplemented with real-time conversations and live shop-along sessions at a mix of retail websites and stores.