Survey: Consumers like technology — if they are in control

Consumers feel good about some — but not all — retail technologies.



That’s according to a new study by Oracle, Retail 2025, which reveals that consumers are most willing to engage brands with new technology if they feel that they are in control of their experience.



"Consumers clearly indicated that they have a conservative appetite for retail technologies that requires deep personal data and make decisions on their behalf," said Mike Webster, senior VP and general manager at Oracle Retail and Oracle Hospitality. "This signals brands to focus on building a strong foundation to win trust.”



In the survey, consumers expressed warm attitudes toward utilizing virtual reality and receiving recommendations for custom-made accessories produced with 3D printing points. This show their willingness to adopt new technologies — if they are in control of their experience, Webster said.



Artificial intelligence, virtual reality and the Internet of Things present the opportunity to better anticipate consumers' next purchase, the study noted. But establishing a strong foundation of trust is critical to success when rolling out new experiences to consumers. But if brands over step, the reaction can be visceral, Oracle warned.



For example, 54% of survey respondents indicated that having a grocer automatically charge and ship items based on purchase history, social and environmental data was invasive. And 57% find apparel recommendations from robots based on their social media profile invasive.



In other survey findings:



• Sixty-four percent of respondents liked the option of using virtual reality to navigate a personalized in-store experience and having a hand-picked wardrobe to try on in-store.



• Fifty-eight percent of consumers indicated a positive attitude toward the idea of having their grocer suggest a shopping list for their approval based on purchase history, social and environmental data.



• Sixty-seven percent of consumers like the option of near real-time delivery to their doorstep by drones.



• Sixty-four percent of consumers responded favorably to the concept having a retailer suggest a custom-made accessory for them produced with 3D printing.



Personalization

The report found that consumers are wary about volunteering data necessary for personalization but still look for a tailored experience, reinforcing the need for stronger brand relationships.



• Fifty-four percent of respondents viewed the concept of linking their wearable activity tracker to their pharmacy so they can suggest products to meet specific health and wellness needs as favorable.



• Seventy-eight percent of respondents favor the option of having detailed information about product components (e.g., cotton, spandex, etc.) and their origin prior to purchase.



• Forty-six percent of respondents indicated that receiving real-time alerts on current product recalls, and time since last recall by a manufacturer, based on previous purchase history would improve their experience.



The Retail 2025 Report results provide a benchmark for where consumers are on the retail technology adoption lifecycle and the impact on retail in the next eight years.