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Integrated Technology Driving Retail

Consumers of all ages are seeking an integration of technology and shopping. With the right mobile and digital platforms, retailers can draw customers into their store for experience and purchasing, according to new research from the International Council of Shopping Centers.

“Consumers are the drivers of demand, and they’ve made it clear they want more technology integrated into their shopping experience,” said Tom McGee, President and CEO of ICSC, in a prepared statement. “Our study shows that consumers are calling for access to more information in stores.  The retailers who innovate in this area, making the experience more efficient and the consumer better informed, will win at the register.”

  • Consumers are seeking more in-store technology to make accessing information and shopping easier and they believe that technology is poised to do just that. By 2020, consumers stated they want to:
  • Have access to products/sizes available in store without engaging a salesperson (62 percent)
  • Virtually view how home furnishings and how accessories fit in a home before they make a purchase (55 percent)
  • Compile a shopping list on a store app and receive a floor map to locate products (54 percent)

Technology’s integration into every facet of our lives shapes the way consumers think about their next purchase. From informing their decisions early in the purchase to checking out of the store, technology vastly improves and eases the experience. Click-and-collect has been the best example of this, where nearly three out of four consumers (73 percent) have bought a product online from a mobile device and picked it up in a store. Other ways consumers use technology to connect while shopping include:

  • Eighty-seven percent of millennials and 79 percent of Generation X use their mobile device to make a click-and-collect purchase
  • Seventy-one percent of consumers have one or more retailer apps on their phones and 74 percent of them access these apps at least once a week
  • Eighty-six percent of millennials access a retailer app weekly and members of Generation X and the Baby Boomer generation, 74 percent and 61 percent, respectively
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