Local retailers will face growing consumer pressure to deploy new technology that breaks down barriers between physical and online retail environments, says new survey.
Local retailers should embrace new technology like biometric payment, claims a new report from global payments firm Worldpay. The survey reveals the pressure retailers face in meeting the demands of digital shoppers and highlights the growth of new payment technologies that allow customers to authorise payments with parts of their body, rather than through cash or card.
Just under two thirds (63%) of the 2,500 consumers surveyed said they want to be able to use a biometric scan to authorise payments in-store.
James Frost, UK CMO, Worldpay, said: “Today’s digitally-driven consumers want the way they shop to be consistent across every channel, including how they identify themselves when making a payment.”
The research suggests consumers increasingly expect the same type of experience in-store as they receive from online retailers like Amazon who are setting the benchmark for speed, simplicity and convenience.
Today’s smartphone-centric consumers still value the human touch, yet modern technology has made today’s consumer far less tolerant of delays.
Key findings include:
- Don’t put a cost on convenience: Consumers say they want stores to offer options like click and collect in-store. Just don’t make them pay for the privilege. Seventy-six per cent of consumers will abandon a purchase if the store tries to charge extra for click and collect.
- I’d rather pay the robot: Older shoppers like to pay a person, but younger consumers would rather payments were automated to speed things up.
- Get personal, but don’t get pushy: Consumers are receptive to targeted offers on their mobile phone whilst they’re browsing in store. Just don’t over-communicate. Respondents say one message is enough, more than this starts to get irritating.
- Add value on the shop floor: Technologies like mobile point of sale devices, which help cut queues by allowing sales staff to take payments directly on the shop floor from a tablet device, are popular among consumers. But just a third (31%) have seen these devices in action.
- Beware the promiscuousness of the older shopper: Contrary to what one might expect, over 35s are the least loyal when it comes to who they shop with. Younger consumers tend to stay loyal to a brand once they’ve found one they can trust.
Frost added: “Today’s consumers are arguably more demanding of retailers than at any time in the past. Stores need to find a way to reconnect with consumers and that means deploying new technologies.”
