Today’s consumers are putting a lot of faith in technology. A majority of shoppers — 68% — have confidence that technological advances will lead to increased safety of their personal information, according to a survey from Interactions. An even larger group, 84%, expect retailers will use technology to improve the shopping experience.
Retailers that want to justify shoppers’ confidence should start with mobile: 60% of shoppers spend more money at stores that send mobile notifications, which they can view while they shop or when they’re at home.
Retailers must take targeted notifications seriously if they want to maximize the value of a purchase. Of the 62% of shoppers that have received a mobile notification from retailers:
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57% spend more money at a retailer after receiving a notification;
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68% say notifications have led them to make an unplanned purchase; and
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70% prefer to receive notifications from retailers while they’re at home.
With personalization and experiential retail now playing such prominent roles in the shopper journey, 3D printing is expected make a greater impact on the experience going ahead. As many as 95% of shoppers are looking forward to purchasing products created through 3D printing, while 79% of shoppers say they would spend more at a retailer that can help create their own products through 3D printing.
Retailers Must Be Strategic With Human Interactions
As part of the continuing proliferation of technology, consumers are getting increasingly picky about when they want to interact with a human being. Up to 62% prefer to be greeted in-store by a real person, but there must be some sort of balance involved when facilitating human interaction.
For example, only 10% of shoppers want a store associate as part of their checkout process, while 25% prefer to rely solely on technology to help them answer questions while shopping in-store. Additionally, 41% prefer to include technology as a part of their in-store sampling experience.
Interactions conducted this primary research in March 2017 with a representative sample of men and women ages 18-64 across all geographies, income levels and ethnicities within the U.S.
