Shoppers not satisfied with self-service options and retail tech, says report

A new survey has found retailers are not meeting the expectations of shoppers when it comes to integrating technology into the every day shopping experience.

Even though self-serve checkout and in-store pickup are used by over 92 per cent of Canadian shoppers, many feel that these devices are detracting from the in-store shopping experience.

One thousand Canadian consumers were surveyed by Mississauga, Ontario-based SOTI. The report emphasises how important it is to provide personalised recommendations, real-time inventory access, and improved in-store interactions in order to build consumer loyalty.

When it came to problems with self-service machines, over 75 per cent of respondents said they were unable to get help from staff members.

According to 31 per cent of consumers, there have been instances where store employees were forced to use in-store equipment to place orders online, which disrupted the smooth shopping experience that customers desire.

Retailers must immediately optimise their supply networks in order to satisfy Canadian consumers’ demands.

When ordering online, 46 per cent of customers expect same-day pickup, and 41 per cent look for other options if delivery or pick-up takes more than two days.The significance of supply-chain visibility is underscored by the fact that 77 per cent of respondents to the poll stated they expect real-time updates on the status of their orders.

The majority of Canadian customers continue to prioritise security, voicing apprehensions about disclosing personal information on websites or via in-store technology.

The technologies utilised by merchants for data collecting and payment are also viewed with mistrust; nearly half of those surveyed expressed concern about identity theft and financial crime.