Study: Consumers Want Technology to Control In-Store Experience
March 16, 2017,
NEW YORK—When shopping, consumers want technology that helps them access products without interacting with salespeople in the store, and to virtually view how products will look in their home before they purchase, according to a new survey by the International Council of Shopping Centers.
The study also found that consumers of all ages are seeking an integration of technology and shopping. Eighty-seven percent of Millennials and 79 percent of Gen X use their mobile device to make a click-and-collect purchase, the survey found. Seventy-one percent of consumers have one or more retailer apps on their phones and 86 percent of Millennials access a retailer app weekly, while and Gen X and Baby Boomers do so 74 percent and 61 percent, respectively.
“Technology creates innumerable opportunities for retailers to better reach—and convert—consumers,” said Tom McGee, president and CEO of ICSC. “Collecting data on a shopper’s specific buying habits can create a healthier connection. Through closely understanding the wants and needs of shoppers, retailers can drive more store visits and create a stronger bond.”
By 2020, consumers said they want to have access to products/sizes available in store without engaging a salesperson (62 percent), virtually view how home furnishings and how accessories fit in a home before they make a purchase (55 percent) and compile a shopping list on a store app and receive a floor map to locate products (54 percent).
Personalization remains a key focus for consumers, who want retailers that deliver customized results, the study found. Eighty percent of those who have mall/shopping center apps choose to receive notifications about sales/promotions and/or special events while shopping; 43 percent of consumers are receptive to the idea of retailers personalizing prices based on their shopping patterns and demographics; and 39 percent would visit a mall or shopping center more often if they received alerts from stores that are selling products they are interested in purchasing.