Surprise! Shoppers prefer tech over people
HRC Retail Advisory consumer survey finds store associates are resource of last resort.
Consumers overwhelmingly would rather get in-store information from technology instead of store associates, according to a new survey.
A poll conducted by HRC Retail Advisory found that 95% of consumers prefer to be left alone while their shopping unless they determine they need an associate’s help. Instead of seeking advice from associates, most contact friends and family on social media to gather opinions about their potential purchases.
• 85% would rather check prices at price scanners throughout a store ask a sales associate for information.
• 69% said that being able to order a technology product online and then pick it up in store is important and 65% prefer to do the same for apparel.
• 76% would like to use an in-store app that provides personal recommendations versus 52% who would like to work with an in-store
• In-store environment ranked as the most important factor while shopping (53%).
• Nearly 34% of all respondents ranked receiving promotional and sales information sent directly to their smartphone upon entering the store as important.
• Only 19% said that retailers’ special events designed to create communities were an important part of a store’s offering, particularly when shopping for apparel and beauty products. However, 24% of Generation Z listed them as an important store feature.
• Nearly 30% of respondents said that being able to pay a sales associate from anywhere in the store was important.
• Free in-store Wi-Fi was ranked as important by 30% of respondents overall, and the rate was higher among younger generations.
• About 29% of overall respondents ranked in-store apps that would provide personal recommendations as an important store feature, versus only 17% said the same of sales associates.