Consumers Seek Mix of Technology & Human Touch

STAMFORD, Conn. — Today's consumers desire a strong technology presence coupled with the familiarity of human interaction during a shopping experience, according to a new Retail Perceptions study from Interactions.

According to "What Shoppers Want From Retail Technology," 48 percent of shoppers expect retailers to utilize technological features successfully to improve their shopping experience, and 62 percent of shoppers are motivated by an initial human greeting upon entering a store.

"Consumers want both digital and human interfaces today. They desire the integration of technology into their shopping experience, but nothing can truly replace the accessibility of a traditional store associate," said Interactions President Bharat Rupani. "The key for retailers is to balance human interaction with technology to streamline and compliment the consumer's overall retail journey."

Although consumers may require an in-store associate for guidance during their retail experience, they are eager to fully integrate themselves into technological advances in retail, including:

Targeted notifications. Nearly 60 percent of consumers spend more money at stores that send mobile notifications, which can be received while they shop or while they're at home.

Customizable products. Ninety-five percent of shoppers are looking forward to purchasing products created through 3D printing and nearly 80 percent of shoppers say they are inclined to spend more at a retailer that can help create their own products through 3D printing.

Efficiency and human interaction. Only 10 percent of shoppers want to interact with a store associate as part of the checkout process, providing retailers the opportunity to employ alternative, more automated checkout methods. At the same time, more than 60 percent want to be greeted in-store by an associate.

"It's no longer an option, today's retailers must invest in technological advances to provide shoppers with the seamless retail experience they desire," said Rekha Ramesh, senior vice president of Global IT and Digital, Daymon Worldwide. "For retailers who need to prioritize where to invest, faster, more automated alternative checkout methods followed closely by targeted notifications are good points of entry."

"What Shoppers Want from Retail Technology" surveyed more than 1,000 adult shoppers. Click here to learn more about the study.

Founded in 1988, Interactions is a leader in innovative retail solutions and experiential marketing for retailers and brands and is part of Daymon Worldwide, a leader in consumables retailing.