Survey: Consumers say tech has improved shopping experience

The retail world is incorporating more technology than ever and consumers are loving it, according to the latest Consumer View report from the National Retail Federation (NRF).

According to the survey, consumers are interested in technologies that show whether a product is in stock (55%), help them compare prices or read reviews (49%), make it easier to find a product or its location (47%), or try an item before buying it (38%).

Additionally, 63% of respondents say retail technologies and innovations have improved their shopping experience on mobile devices, while 66% said they have done so in stores and 80% online.

According to Consumer Reports, while many of the technologies retailers are deploying are still in the early phase of consumer adoption, initial consumer attitudes toward them are positive. For example, the survey found that 89% of those who have tried in-app store navigation would try it again, along with 88% of those who have used smart dressing rooms, 86% for augmented reality, 83% virtual fit and 82% virtual reality.

The study also found that 69% of those who have tried mobile payments have been satisfied, along with 67% who have bought an item online and picked it up in-store and 63% who have used self-checkout.

To read the Consumer View report, click here.