What In-Store Technologies Do Shoppers Find Useful? - eMarketer
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What In-Store Technologies Do Shoppers Find Useful?

Shoppers want to check out more easily

October 20, 2015

Retailers and shoppers are not exactly on the same page with regards to the utility of in-store technologies, according to data from PricewaterhouseCoopers (PwC).

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

US internet users ages 18 and older who were surveyed in August were clear about what would most enhance their in-store shopping experience: technology that helped them check out more easily. Nearly half of respondents chose this option.

By contrast, when PwC asked the same question of US retailers, only 28% said that enhancing ease of checkout would be an important use of in-store technology.

Retailers believed technology that helped shoppers check stock in other stores or online would be most useful, with 36% selecting it. That made it 6 percentage points more popular among retailers than among internet users.

Internet users, meanwhile, would rather have real-time personalized offers fed to them as they entered the store—which also came in at No. 2 among retailers.


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