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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).
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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