Study: Stores aren’t providing the tech innovation customers want

A new study reveals that in-store technology can serve as a competitive differentiator for brick-and-mortar retailers.

According to “Enhancing CX with Frictionless Retail Automation,” a new study from retail intelligence provider PSFK, when asked if they found store experiences fresh and innovative, 71% of surveyed U.S. shoppers said moderately, a little, or not at all. When asked about in-store technologies they think would improve the shopping experience, surveyed shoppers cited solutions including self-checkouts (47%), lockers (31%), and interactive kiosks (28%).

Fewer than 25% of surveyed shoppers said that robots and other robotic systems would add to the experience. Surveyed shoppers are two times more interested in self-checkout than Amazon Go-style “grab and go” shopping.

[Read more: Amazon’s cashier-less convenience store is finally a ‘Go’]

Other interesting survey findings include:

• 30% of survey respondents say that in-store technology helps them spend less time shopping.
• 29% of survey respondents say that in-store technology helps them find information about the products they’re looking for.
• 25% of survey respondents say that in-store technology helps them enjoy the shopping experience. 
• 25% of survey respondents say that in-store tech helps them order products available online and get them shipped to their home.
• When asked if they prefer to engage with store associates or store technology, 40% of respondents prefer store associates and only 16% prefer only dealing with technology. 32% don’t mind either.
• While over 68% of respondents think that most or all stores are easily accessible for them, 31% say that only some to few stores are easily accessible to them. 

The PSFK study also identifies key automated store trends. These include:

Intuitive displays
Automated technology providers are leveraging machine learning to create engagements that drive revenue - either through retail sales or targeted advertising.

Scan & personalize
Vending machines and automated POS services are using computer vision technology to understand their shoppers better and respond with a personalized service.

Self-sampling
Digitally-enabled kiosks and vending machines can allow potential customers to register intent through a touchscreen or mobile device to instantly receive a free trial.

Accessible self-serve solutions
Driven by ubiquitous contactless technology and accessibility laws, retailers are developing innovative ways to help all shoppers interact safely and intuitively with automated retail system technology.

Robo associates
Advances in technology and a lower cost of entry have led to the adoption of robotic staff. PSFK says robotic associates are being used in retail environments including on the shop floor, in warehouses and pick-up zones, and for the completion of time-consuming tasks that free up store staff to take on more customer engagements.

Kitchen in a box
Food service retailers are looking beyond the vending of pre-prepared meals and beverages, and are developing robotic systems that prepare and even cook food for customers on-demand.

Auto-fulfill footprints
Retailers are automating back-end operations and fulfillment capabilities within their stores to streamline the entire shopping experience, from pre-populating dressing rooms to readying items for pick-up as customers walk out the door.

High-touch, small-scale
Self-serve vending solutions and mobile stores have evolved to deliver tailored assortments and unique shopping experiences that meet customers where they are, with the goal of driving brand awareness and incremental sales.