While three quarters of customers are familiar with new retail technology features, only one third are seeing them in stores, according to a new report by AT Kearney.
The survey of 1,000 respondents questioned shoppers on emerging retail technology used in brick and mortar stores, with a focus on augmented reality, 3D printing, mobile point of sale, cashierless checkout and interactive screens.
Some 45 per cent of respondents said they had heard of augmented reality but never experienced it in a store. The results were similar for the other technologies: 60 per cent for 3D printing, 40 per cent for mobile point of sale, 36 per cent for cashierless checkouts, and 30 per cent for interactive screens.
That said, the survey revealed a nearly 50 per cent increase between the number of consumers who indicated that technology had influenced their shopping choices in the past, to those who expect technology to influence their shopping choices in the future.
AT Kearney argued that this represents a substantial opportunity for retailers to address consumer expectations by bridging the gap.
Meanwhile 72 per cent of respondents said technology that reduced checkout time was most valuable to them, while 61 per cent said tech that reduced the time spent navigating the store was most valuable.
AT Kearney’s report also found that shoppers seek convenience over novelty with regards to tech, with 41 per cent of respondents saying tech associated with convenience had prompted them to shop at a big box store.
In fact the report stresses the need for retail tech to focus on serving the customer instead of entertaining them.
Only 13 per cent of respondents said they went to a big-box store because of “technology associated with novelty,” while 14 per cent said they visited a specialty store for the same reason.