Consumer Behavior

Shoppers relying more on apps for in-store experience

Provided

October 26, 2021

Shoppers are all about efficiency and that is driving consumers to tap smartphones, and apps, more than ever when looking for products.

That's a top finding from a ChaseDesign survey on how consumers are using technology when it comes to retail activity. The data revealed more than 70% of respondents want to use technology to get through the visit faster, but also want greater control and increased options, according to a press release on the findings.

"Customers really want the combination of the physical store with the digital shopping experience, using their smartphones and in-store tech to make visits fun, rewarding, convenient, and pain-free. Retailers need to focus on raising their 'phygital' game to retain their existing customers and attract new ones to the store," Joe Lampertius, president at ChaseDesign, said in the release.

During August 2021, ChaseDesign fielded an online survey through the proprietary research platform, mPulse amongst 1,000 consumers between the ages of 16-54. Respondents were screened to be the primary or secondary shopper in their households.

Shoppers are using their smartphones more during in-store visits for things like contactless checkout, scanning QR codes for product information, looking up discounts/promos, and downloading digital coupons.

In an example given by Lampertius, iRobot deployed a QR program developed with ChaseDesign for retail locations globally that take shoppers to specific Roomba Robotic vacuum and Braava Mop product videos or demonstrations. The QR codes are a fast way to link to videos that educate and guide the shopper, particularly for high-consideration and complex categories.

The ChaseDesign Tech at Retail survey revealed technologies like self-checkout are gaining traction with customers, with more than 62% of respondents reporting self-checkout makes them more likely to shop at a retailer. Coca-Cola and Walmart are working with ChaseDesign to enhance the self-checkout experience to reduce long lines and confusion while driving growth on impulse items.

Another example of companies riding these trends is the new American Express Shop at Barclays Center in Brooklyn, New York, which features frictionless transactions, helping fans avoid long lines, getting back to the action sooner. The shopping experience was created in partnership with ChaseDesign and Momentum Worldwide, allowing American Express Card Members to scan their card, pick up the food, beverage, or fan gear they want, and walk out with charges showing up on their statement.

Retailers are incorporating digital into their physical stores, making the shopping experience easier and/or more productive. Leading the way are Walmart, Target, and Kroger, with Costco, Whole Foods, Sam's Club, Walgreens, CVS, Albertsons, and Publix rounding out the top 10.

ChaseDesign is a category growth consultancy that leverages design as a business development tool, including retail environments, digital engagement and packaging.