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So what do shoppers really want from technology?


As consumers become increasingly digitally influenced, retailers are struggling to find the right mix of technology to drive engagement.

So what’s the solution? Here’s a hint: consumers desire a strong technology presence coupled with the familiarity of human interaction during a shopping experience, according to “What Shoppers Want from Retail Technology.” The study, from experiential retail marketing firm Interactions, a division of Daymon, surveyed more than 1,000 adult shoppers to further understand how to successfully integrate human and computerized interactions into a shopper’s retail journey.

According to the survey, today’s shoppers are influenced by both digital and human engagement. That said, 84% of shoppers expect retailers to successfully utilize technological features to improve their shopping experience, and 62% are motivated by an initial human greeting upon entering the store.

“Consumers want both digital and human interfaces today. They desire the integration of technology into their shopping experience, but nothing can truly replace the accessibility of a traditional store associate,” said Bharat Rupani, president of Interactions. “The key for retailers is to balance human interaction with technology to streamline and compliment the consumer’s overall retail journey.”

While consumers may require an in-person associate for guidance during their retail experience, they are also eager to fully integrate themselves into the technological advancements happening in the retail space. These include:

• Targeted notifications. Nearly 60% of consumers spend more money at stores that send mobile notifications, which can be received while they shop or while they’re at home. Retailers have the opportunity to influence purchase decisions through a consistent stream of communication, leading to unplanned purchases and motivation to visit a physical store or website.

• Customizable products. Thanks to technological advancements such as personalization and 3D printing, 95% of shoppers are looking forward to purchasing products created through 3D printing. Meanwhile, nearly 80% of shoppers say they are inclined to spend more at a retailer that can help create their own products through 3D printing.

• Efficiency and human interaction. Consumers want human interaction balanced with technological advancements to enhance the retail experience. Only 10% of shoppers want to interact with a store associate as part of the checkout process providing retailers the opportunity to employ alternative, more automated checkout methods. At the same time, over 60% want to be greeted in-store by an associate.

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