[March 19, 2018] |
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New Survey Finds 95 Percent of Shoppers Want to Be Left Alone in Stores
Ninety-five percent of consumers want to be left alone while shopping
unless they need a store associate's help, according to a new consumer
survey by HRC Retail Advisory, a leading strategic retail advisory firm.
According to the survey, many shoppers are moving away from the
hands-on, personalized service from store associates, and instead
turning to their friends and family via social media to share pictures
and gather opinions before they buy, particularly in apparel.
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Credit: HRC Retail Advisory
To better understand what drives shoppers into stores, and what they
like to see when they get there, HRC recently polled 2,900 North
American consumers about their shopping habits and preferences,
revealing that a majority of shoppers are looking to in-store technology
for customer service.
In fact, approximately 85% of consumers surveyed want to be able to
check prices at price scanners throughout a store rather than having to
ask a sales associate for pricing information. Further, 69% of shoppers
said that being able to order a technology product online and then pick
it up in store is important (likely where they can see it and test it
before buying), with a similar 65% saying it is important for apparel.
Conversely, while the need for store associates is diminishing overall,
nearly 52% of all respondents said that an in-store personal shopper who
helps them choose products is important when shopping for technology
items. However, most respondents still preferred technology over
personal service, as a much higher 76% of overall respondents rated an
in-store app that will provide personal recommendations as important.
"As consumers begin favoring in-store technology over sales associates
while they shop, retailers must adapt to shopper expectatios in the
store environment," said Farla Efros, President of HRC Retail Advisory.
"Identifying the right technologies and pairing it with the right
in-store experience for shoppers of different generations will be
critical to retailers' long-term success. Those that curate and
customize the store experience and services to suit shoppers' needs will
see the benefits."
Technology Falling Short In-Store
Consumers surveyed showed less enthusiasm about several of the popular
technology innovations and in-store experiences that many retailers are
offering:
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Dressing Room Tech. Technology in apparel-store dressing rooms
that assists with shopping was deemed important by only 17% of those
surveyed. And only 6% of respondents ranked customized lighting in
dressing rooms as important when shopping for apparel and shoes.
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Mobile Payments. Mobile payments ranked only slightly higher,
with about 8% of those polled saying that having the option to pay via
a mobile app was important to them.
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In-Store Events. Only 19% of overall respondents 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. Events may grow in importance in years to
come, however, as a slightly higher 24% of Generation Z listed them as
an important store feature.
Across all consumers surveyed, in-store environment ranked as the most
important factor while shopping (53%). The survey identified additional
key environmental factors that shoppers also value in-store:
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Mobile Promotions & Sales. Nearly 34% of all respondents
ranked receiving promotional and sales information sent directly to
their smartphone upon entering the store as important.
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Mobile Point of Sale. Nearly 30% of respondents said that being
able to pay a sales associate from anywhere in the store was
important, an indication that digital scanning technologies will play
a growing role in retail.
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Social Media. Nearly 70% of Generation Z and 63% of Millennial
respondents are turning to social media to share pictures and gather
opinions from their friends and family before they buy, particularly
in apparel.
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Wi-Fi. Free in-store Wi-Fi was ranked as important by 30% of
respondents overall, and the rate was higher among younger
generations, who tend to seek opinions from their social networks and
share photos via social media when they shop.
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In-Store Apps. About 29% of overall respondents ranked in-store
apps that would provide personal recommendations as an important store
feature, versus only 17% who ranked sales associates that would help
you choose as important.
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Reserve online, Pickup in-Store. Being able to reserve apparel
online, and try it on in-store before purchasing was ranked as
important for 42% of Millennials, and 38% for Generation Z.
Notes on Survey Methodology and Analysis
HRC Retail Advisory's survey was conducted online February 20 - March 7,
2018. The total sample size was 2,903 U.S. and Canadian consumers ages
10-73 (with those ages 10-17 recruited to participate through their
parents).
About HRC Retail Advisory
HRC Retail Advisory is a leading strategic retail advisory firm based in
Northbrook, IL, that helps retailers unlock value across key operating
functions, including helping them develop efficient cost infrastructures
to transform their businesses, enhance their merchandise strategy,
optimize their margins and inventory, merchandise planning and
allocation and transforming store operations structures, processes and
tools to most profitably serve the omnichannel consumer. For more
information, visit www.HRCadvisory.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180319005643/en/
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