Consumers Look to Tech to Improve Their Shopping Experience

July 16, 2019

Consumers are seeing an improved experience due to shopping technologies and innovations for online (80%), in-store (66%) and mobile (63%) shopping. The use of intelligent automation is not slowing down either, per a new report [download page] for the National Retail Federation (NRF). In two years the majority (80%) of retail and CPG executives foresee using it in areas such as supply chain and product design, as well as customer acquisition and retention.

So, what shopping issues are consumers hoping that technology will solve? Of the more than 2,900 US adult (ages 18 and older) consumers the NRF surveyed, more than half (55%) said they would be interested in technology or solutions which would show them if a product is in stock or available.

Another half (49%) of respondents said they would be very interested in technology which helps them compare prices and reviews. Consumers rely heavily on product information and reviews to make a buying decision so having a more centralized way of comparing prices and reviews could have a positive effect on the shopping experience.

Shoppers are also very interested in solutions which would help them find a product or location (41%). To a lesser extent, consumers also say they would be interested in technology which allowed them to try items (either in person or virtually) before buying it (38%).

Technology such as virtual fit is already being utilized by some e-commerce sites. The NRF found that only one-fifth (19%) of respondents were aware of this technology and of those who have already tried the technology, 83% are interested in trying it again.

Even a smaller percentage (15%) of respondents were aware of smart dressing room technology. About three years ago, this sort of technology was considered creepy by many consumers, however the NRF found that of those respondents who hadn’t tried it, more than half (57%) would like to, while a majority (88%) of those consumers who have tried smart dressing rooms would like to try the technology again.

To read more, you can download the report here.

About the Data: The 2019 Summer Consumer View, powered by Toluna Analytics, was conducted among 2,926 U.S. adults (aged 18+) April 24 — May 17, 2019. The consumer poll has a margin of error of plus or minus 2 percentage points.

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