Survey: Stores help those who help themselves

As consumers become more tech-savvy, they are becoming more independent in their approach to in-store shopping.



According to a new survey of 682 consumers from store technology provider InReality, shoppers are past the digital "cool factor" and looking for digital implementations in-store that offer the same type of self-directed shopping experiences they get online.



For example, 69% of shoppers stated they would be more likely to buy in-store if given self-help technologies like kiosks or interactive displays. And 78% of shoppers stated they would be more likely to buy in-store if given self-help options to find a particular product



Furthermore, 75% of shoppers stated they would be more likely to buy in-store if given self-help options to compare products or get price comparisons.



Retailers who do not meet this growing preference for digital self-help may find themselves losing customers. Only 27% of shoppers said they would give a physical store a second chance after a poor experience, and only 15% of shoppers said they would give a brand or product a second chance after a poor experience.



E-commerce retailers have even more to lose by offering a substandard customer experience. Only 16% of shoppers said they would give an online store a second chance after a poor experience



"Shoppers' new expectations of digital technology in-store is one of many shifts changing the role and function of brick-and-mortar stores,” said Gary Lee, president and CEO of InReality. “To remain competitive, brands and retailers in brick-and-mortar will have to quickly become just as smart, data-driven and agile as they are online,"



In addition, the survey revealed that traditional advertising, as well as traditional in-store retailing, is losing its appeal to consumers. Only 18% of shoppers stated that they discover brands/products through traditional advertising



Also, shoppers are two times more likely to discover brands and products while browsing online than they are to discover them through traditional advertising. Furthermore, shoppers are 1.5 times more likely to discover brands and products while browsing in-store than they are to discover them through traditional advertising.