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NRF survey: Consumers mostly interested in tech solutions that make shopping easier

Consumers are embracing the use of retail technologies that improve their shopping experience.

That’s according to the latest issue of the Consumer View report released by the National Retail Federation. In the report, 63%t of consumers said retail technologies and innovations have improved their shopping experience on mobile devices, while 66% said the solutions have done so in stores and 80% online.

The report found that there are numerous opportunities for retailers to simplify shoppers’ path to making a purchase. Consumers are interested in technologies that show whether a product is in stock (55%), help them compare prices or read reviews (49%), make it easier to find a product or its location (47%) or try an item before buying it (38%).

While many of the technologies retailers are deploying are still in the early phase of consumer adoption, initial consumer attitudes toward them are positive. The report found that 89% of those who have tried in-app store navigation would try it again, along with 88% of those who have used smart dressing rooms, 86% for augmented reality, 83% virtual fit and 82% virtual reality.

The report also found that 69% of those who have tried mobile payments have been satisfied, along with 67% who have bought an item online and picked it up in-store and 63% who have used self-checkout.

“Consumers are very interested in solutions that take the uncertainty out of shopping,” the report said. “The ability to address these needs is already shaping consumers’ decisions on the brands and retailers they shop.”

The Consumer View is a recurring report issued by NRF that gauges consumer behavior and shopping trends related to stores, online channels, customer loyalty, technology and other topics.
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