TECHNOLOGY

Survey reveals consumer attitudes toward tech

BY Dan Berthiaume

A new survey should appease retailer fears about customer response to their technology investments.

According to the latest Consumer View report from the National Retail Federation (NRF), 63% of respondents say retail technologies and innovations have improved their shopping experience on mobile devices; while 66% said they have done so in stores and 80% online.

Consumers are interested in technologies that show whether a product is in stock (55%), help them compare prices or read reviews (49%), make it easier to find a product or its location (47%) or try an item before buying it (38%).

While many of the technologies retailers are deploying are still in the early phase of consumer adoption, initial consumer attitudes toward them are positive. For example, the survey found that 89% of those who have tried in-app store navigation would try it again, along with 88% of those who have used smart dressing rooms, 86% for augmented reality, 83% virtual fit and 82% virtual reality.

The study also found that 69% of those who have tried mobile payments have been satisfied, along with 67% who have bought an item online and picked it up in-store and 63%vwho have used self-checkout.

The Consumer View is a recurring report issued by NRF that gauges consumer behavior and shopping trends related to stores, online channels, customer loyalty, technology and other topics. Using Toluna Analytics, the study surveyed 2,926 U.S. adults 18 or older for NRF April 24 through May 17.

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