According to InReality, retailers could cash in by installing self-help technologies into their brick-and-mortar locations. Nearly four in five shoppers said they would be more likely to make an in-store purchase if there were self-help solutions designed to help them find a specific product. Three out of four said they’d be more motivated to buy if the self-help technology supported product and price comparisons.
Meanwhile, 91 percent of all consumers now engage in an omnichannel shopping experience, browsing and researching online before making a purchase in a physical store. This is encouraging for retailers who have started to reconsider their stores as showrooms working in concert with online shopping outlets.
The findings of the report confirm consumer desires to have physical shopping experiences that are informed by online shopping behaviors. Consumers aren’t afraid to do the hard work of research and price comparisons on their own, but they want the support of technology to improve those efforts.
Similarly, shoppers don’t want to enter a brick-and-mortar store that gives them the experience offered 10 years ago. They want a robust, tech-enabled store that can quickly respond to consumer needs through mobile technology. Self-help kiosks should be seen as one of several such solutions to be implemented in stores, along with assisted selling technologies and other practical shopping features.
If retailers can provide stores that deliver on the “cool factor,” then great. But if those features aren’t actually improving the tasks of finding, comparing and purchasing products, then consumers are likely to walk away unimpressed.
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