Technology

Retail tech not meeting shopper expectations

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October 24, 2022

Consumers want self-checkout, store mapping and mobile apps, but not every retailer is delivering on consumer expectations.

Top retailers hitting high marks include Walmart, Target and Kroger, according to a ChaseDesign/JGA survey.

Too many retailers and brands, however, are producing AR, VR, QR codes and other tech-enhanced experiences that aren't proving valuable to consumers as they're not easy to use and haven't been explained, according to a press release on the survey's findings.

The 2022 ChaseDesign|JGA Tech at Retail Survey states marketers need to focus on connecting tech with shopper's needs, making it easy and enjoyable to interact with.

"There's an immediate opening for companies to offer more relevant and worthwhile experiences through tech at retail. Experiences that guide shopper behaviors and help them learn about, compare and find new relevancy for products. Done well, this can result in more shopping experiences that result in conversion to purchase," Joe Lampertius, president of ChaseDesign|JGA, said in the release.

Other key findings include:

• The most used technology while shopping is the smart phone (67% of shoppers use one).
• The retailer's app is a critical point of engagement for the shopper and could be given more purpose in the store experience.
• Self-checkout is the most used technology at retail and shoppers want more of it, both in-stores and in more stores.
• Contactless checkout is still scaling, as only 11% of shoppers claim to have used it "frequently" or "all the time." It is making traction in the convenience and hospitality channels.
• Dollar store channels are delivering a digital experience that is as good as, and in many cases, better than other mainstream retailers.
• Wayfinding or "store mapping" is the No. 2 item shoppers mentioned as a specific technology capability on their phone that sways their choice of retailer.
• More than 70% of shoppers report out of stock issues are a problem and want tech and retailers to help guide them toward solutions.
• More than 55% of shoppers are interested in text messaging, chatbot or voice assistants that can help guide them and provide product info while in the store.
• Most shoppers (76.7%) are interested in interactive displays that provide information on different brands which gives retailers the ability to orchestrate buying behavior.

"The Tech at Retail Survey confirms that time is the new currency. Most shoppers in our survey said they use technology that "saves them time when shopping," Lampertius said in the release. "The bottom line is that when leveraged properly, tech at retail enables shoppers to enjoy shopping more by making trips quick, cost effective and personalized."

The online survey in September 2022 polled 1,000 consumers between the ages of 25-54.