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01/14/2022

Survey: Shoppers seek in-store speed, convenience

Dan Berthiaume
Senior Editor, Technology
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Customers respond well to mobile in-store offerings.

Customers in stores prioritize ease of shopping over personal interaction.

According to “Consumer Perception Report: Scan-and-go Shopping in 2022,” a new consumer survey from mobile data capture solutions provider Anyline, when asked what they prioritize when shopping in store, 32% of respondents said that speed of shopping trip was their first priority.

An independent and autonomous shopping experience ranked second, with 27%. Only 16% of respondents said they prioritize interacting with retail workers when going into a brick-and-mortar store.

With the introduction of social distancing and the need to limit physical contact between people, 76% of survey respondents who use “scan-and-go” mobile shopping services started utilizing the offering because of the COVID-19 pandemic. For many, this shift will be permanent, with 79% of respondents saying that they plan to continue using scan-and-go once the pandemic ends.

The survey also shows that the vast majority of shoppers have a mobile device that is equipped with a digital camera, ready and available as they walk through the aisles. In fact, 79% of respondents said they shop with their phone in hand, within reach or easily accessible. When asked what they use apps for while in a store, the three most selected activities were to compare prices (40%), compare brands (25%), and build or update a shopping list (22%).

Privacy, data and security concerns contribute to scan-and-go hesitancy
The survey also revealed that 35% of smartphone users avoid scan-and-go due to privacy concerns in general. As well, 32% don’t want to go through the initial process of downloading an app to use the technology. Thirty-one percent of respondents say they don’t use scan-and-go because they can’t buy certain products with it, such as produce and alcohol.

A recent survey of 586 U.S. consumers from omnichannel store operations platform Newstore also indicates that in-store mobile technology is one leading-edge feature of the physical store that a growing number of consumers are seeking. More than half (54%) of respondents to the survey say associates should have a mobile device, while 39% want to shop and checkout in-store via mobile device. One-third (33%) say store associates should be able check them out anywhere in-store with a mobile device.

Scan-and-go is a device-based, app-driven opportunity that gives shoppers more choice when they opt to shop in store,” said Lukas Kinigadner, CEO and founder, Anyline. “Beyond the benefits to customers of a more efficient and enjoyable checkout experience, this checkout method can build customer loyalty through app features like in-store navigation or exclusive and personalized offers. Giving shoppers the keys to drive their own checkout experience is a top priority for leading retailers, and this trend will continue to accelerate in 2022 and beyond.”

The results are from an online survey conducted by Researchscape International and commissioned by Anyline. The survey was fielded from Dec. 3 to Dec. 6, 2021; 1,502 U.S. consumers completed the survey.