Mobile and Digital Rewards Programs Are Most Used In-Store Technologies - eMarketer
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Mobile and Digital Rewards Programs Are Most Used In-Store Technologies

Shoppers find in-store technologies to be useful

March 4, 2016

Retailers are increasingly using in-store digital technologies to enhance the customer experience, and ultimately, drive purchases of products. According to December 2015 research, mobile and digital rewards programs are two of the most used in-store technologies.

In-Store Digital Technologies Used by US Retailers, Dec 2015 (% of respondents)

Forbes Insights and EY surveyed 72 US retail executives. All respondents worked at companies with more than $1 billion in revenues. Nearly two-thirds of US retail executives said that in-store technologies, like smartphone and tablet apps, as well as digital rewards programs, are used by their company.

QR codes, digital screen messaging and web-connected store systems—such as sales registers pulling customer data—are also in-store digital technologies that are being used. Indeed, nearly half of respondents said their company uses them.

In-Store Technologies/Features that Would Enhance the Shopping Experience According to US Internet Users, Aug 2015 (% of respondents)

Beacons, which marketers continue to tout for their personalization capabilities and ability to facilitate targeted offers, are not as heavily used as other in-store technologies. Only 15% of respondents said their company uses it.

Shoppers find in-store technologies to be useful. But August 2015 research from PricewaterhouseCoopers (PwC) revealed that shoppers and retailers are not exactly on the same page with regards to the utility of in-store technologies.

Nearly half of respondents said they wanted the technology to help them check out more easily. By contrast, only 28% of US retailers said that enhancing ease of checkout was an important use of in-store technology.

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