San Diego — While 62 percent of shoppers are motivated by being greeted by a person when entering a store, more than 80 percent expect retailers to utilize technology to improve the shopping experience, according to a study by Interactions, a division of Daymon. These advances include 3D printing products and targeted notifications.
“Consumers want both digital and human interfaces today,” says Bharat Rupani, president of Interactions. “They desire the integration of technology into their shopping experience, but nothing can truly replace the accessibility of a traditional store associate. The key for retailers is to balance human interaction with technology to streamline and compliment the consumer’s overall retail journey.”
Interactions highlights the following technology advancements that are garnering consumer interest:
Targeted Notification: Ongoing communications from merchants have the ability to shape shopper behavior, as nearly 60 percent of consumers spend more at stores that send mobile notifications.
Customizable Products: News around personalization and 3D printing are making shoppers eager to create their own customized items in shorter time frames. In fact, 95 percent of consumers say they are looking forward to purchasing 3D printed products, while 80 percent report an inclination to spend more at a retailer that has the technology.
Efficiency and Human Interaction: Noting that shoppers want a mix of digital and human exchanges, Interaction points out that only 10 percent of consumers want to interact with a store associate during checkout, while 60 percent of shoppers want to be greeted in-store by a person.
“It is no longer an option, today’s retailers must invest in technological advances to provide shoppers with the seamless retail experience they desire,” says Rekha Ramesh, Daymon senior vice-president of global IT and digital.