5 In-Store Features That Enhance Shopping Experiences

Whether it be in-store or online, checkout is the most vital concern for shoppers. Every shopper wants a seamless checkout experience. eMarketer summarizes a PwC survey on which in-store technologies enhance the shopping experience.

eMarketer – Retailers and shoppers are not exactly on the same page with regards to the utility of in-store technologies, according to data from PricewaterhouseCoopers (PwC).

In-Store Technologies/Features that Would Enhance the Shopping Experience According to US Internet Users, Aug 2015 (% of respondents)

US internet users ages 18 and older who were surveyed in August were clear about what would most enhance their in-store shopping experience: technology that helped them check out more easily. Nearly half of respondents chose this option.

By contrast, when PwC asked the same question of US retailers, only 28% said that enhancing ease of checkout would be an important use of in-store technology.

Retailers believed technology that helped shoppers check stock in other stores or online would be most useful, with 36% selecting it. That made it 6 percentage points more popular among retailers than among internet users.

Internet users, meanwhile, would rather have real-time personalized offers fed to them as they entered the store—which also came in at No. 2 among retailers.