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Tech dramatically improving shopping experience: NRF

02 Jul '19
2 min read

Consumers are embracing the use of retail technology to improve their shopping experience, according to the latest issue of the Consumer View report released by the US National Retail Federation (NRF). Consumers are interested in solutions that take the uncertainty out of shopping and the ability to address these needs is shaping their buying decisions, it said.

“Technology has become part of our everyday lives, and consumers are open to adopting technologies that make shopping easier,” NRF vice president for research, development and industry analysis Mark Mathews said.

“Retailers know this and are embracing investments in technologies that improve customer service and the customer experience whether it’s online, in store or on mobile devices,” an NRF press release quoted Mathews as saying.

According to the report, 63 per cent of consumers say retail technologies and innovations have improved their shopping experience on mobile devices while 66 per cent said they have done so in stores and 80 per cent online.

It found there are numerous opportunities for retailers to simplify shoppers’ path to making a purchase. Consumers are interested in technologies that show whether a product is in stock (55 per cent), help them compare prices or read reviews (49 per cent), make it easier to find a product or its location (47 per cent) or try an item before buying it (38 per cent).

While many of the technologies retailers are deploying are still in the early phase of consumer adoption, initial consumer attitudes toward them are positive.

The report found that 89 per cent of those who have tried in-app store navigation would try it again, along with 88 per cent of those who have used smart dressing rooms, 86 per cent for augmented reality, 83 per cent virtual fit and 82 per cent virtual reality.

Sixty nine per cent of those who have tried mobile payments have been satisfied, along with 67 per cent who have bought an item online and picked it up in store and 63 per cent who have used self-checkout.

The Consumer View is a recurring report issued by NRF that gauges consumer behaviour and shopping trends related to stores, online channels, customer loyalty, technology and other topics. Using Toluna Analytics, the study surveyed 2,926 US adults from April 24 to May 17. (DS)

Fibre2Fashion News Desk – India

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