Retail Tech Overkill: What Not to Do

U.S. consumers want self-checkout, store mapping and mobile apps, but not every retailer is delivering on consumer expectations. Among the retailers getting it right are Walmart, Target and Kroger, according to 2022 ChaseDesign|JGA Tech at Retail Survey.

Too many retailers and brands, however, are producing AR, VR, QR codes and other tech-enhanced experiences that aren't proving valuable to consumers as they're not easy to use and haven't been explained, according to the survey.

The survey states marketers need to focus on connecting tech with shopper's needs, making it easy and enjoyable to interact with.

"There's an immediate opening for companies to offer more relevant and worthwhile experiences through tech at retail. Experiences that guide shopper behaviour and help them learn about, compare and find new relevancy for products. Done well, this can result in more shopping experiences that result in conversion to purchase," Joe Lampertius, President of ChaseDesign|JGA, said.

Key findings

??The most used technology while shopping is the smartphone (67% of shoppers use one).

??The retailer's app is a critical point of engagement for the shopper and could be given more purpose in the store experience.

??Self-checkout is the most used technology at retail and shoppers want more of it, both in-stores and in more stores.

??Dollar store channels are delivering a digital experience that is as good as, and in many cases, better than other mainstream retailers.

??Wayfinding or "store mapping" is the No. 2 item shoppers mentioned as a specific technology capability on their phone that sways their choice of retailer.

??More than 70% of shoppers report out-of-stock issues are a problem and want tech and retailers to help guide them toward solutions.

??More than 55% of shoppers are interested in text messaging, chatbot or voice assistants that can help guide them and provide product info while in the store.

? Most shoppers (76.7%) are interested in interactive displays that provide information on different brands, which gives retailers the ability to orchestrate buying behaviour.

Digital transformation has unleashed some terrific CX enablers, but only if brands and retailers know how to play it right. Get the real, actionable intel on retail tech and solutions tailored for your business at India Food Forum?this year. Join India’s most exciting retail and consumer tech leaders?& companies along with leading food retail and food service CXOs for some sharp insights on Dec 7-8 at The Westin Mumbai, Powai Lake!