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EMARKETER

US Retail Technology 2024

How Is In-Store Technology Evolving to Meet Shoppers’ Expectations?

Report by Sarah Marzano  |  Sep 10, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Technology is becoming an integral part of in-store shopping, but retailers are struggling to keep up
Mobile phones and retailer apps remain crucial for blending digital and physical experiences
In-store retail media has the potential to fuel and fund customer-facing technology in stores
What should retailers do next?
Sources
Media Gallery
About This Report
Consumer-facing tech in stores is rapidly evolving. Retailers must prioritize investments carefully to maintain already implemented tech—and explore interesting (but largely untested) innovations.
Topics
In-Store Shoppers & Buyers
Retail Media
Technology
US
Table of Contents
Executive Summary
Technology is becoming an integral part of in-store shopping, but retailers are struggling to keep up
Mobile phones and retailer apps remain crucial for blending digital and physical experiences
In-store retail media has the potential to fuel and fund customer-facing technology in stores
What should retailers do next?
Sources
Media Gallery

Shoppers are open to trying new tech in stores, but they are divided on whether recently added technology has made shopping easier. How can retailers balance investments in emerging tech with updating existing tech to meet shopper expectations?

Key Question: How is in-store technology evolving to better serve shoppers?

In-Store Customer-Facing Technologies That US Retailers Have Implemented vs. Plan to Implement, Q1 2024 (% of respondents)
E-Mail ChartDownload

Key Stat: More than one-third of retailers are planning upgrades across commonly implemented consumer-facing technologies.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Technology is becoming an integral part of in-store shopping, but retailers are struggling to keep up
  3. Mobile phones and retailer apps remain crucial for blending digital and physical experiences
  1. In-store retail media has the potential to fuel and fund customer-facing technology in stores
  2. What should retailers do next?
  3. Sources
  1. Media Gallery

Charts in This Report

In-Store Customer-Facing Technologies That US Retailers Have Implemented vs. Plan to Implement, Q1 2024 (% of respondents)Shoppers Are Open to Trying New Tech but Are Divided on Whether It's Making Shopping Easier (% of US grocery shoppers who selected their level of agreement with each statement, March 2024)
The Availability of Certain In-Store Tech Can Motivate Consumers to Shop in Person (% of US shoppers, May 2024)For Some Emerging In-Store Tech, Shoppers Have More Interest Than Opportunity to Try It (% of US grocery shoppers, March 2024)
Retailers Plan to Upgrade the Customer-Facing Tech Implemented in Their Stores (% of US retailers, Q1 2024)For Grocery Shoppers, Top In-Store Pain Points Center on Foundational Shopping Activities (% of US grocery shoppers who were asked about their top in-store pain points, March 2024)
In-Store AR/VR Tools Top Shoppers' Wishlists, Followed by Tech That Boosts In-Store Efficiency (% of US adults, May 2024)Type of Content That Adults in North America Most Often Research on Their Smartphone While Shopping In-Store, Aug 2023 (% of respondents)
Reasons US Shoppers Use Retail Apps, May 2024 (% of respondents)Technology and Features That Enable In-Store Retail Media

authors

Sarah Marzano

Contributors

Suzy Davidkhanian
VP, Content
Blake Droesch
Madan Kumar
Copy Editor
Vladimir de Leon
Chart Editor
Wendy Malloy
Director, Reports Editor
Amy Rotondo
Director, US Research
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