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New ICSC Survey: Retailers Using Technology to Enhance the Shopping Experience Will Be the Winners

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The latest survey by the International Council of Shopping Centres (ICSC) has found that retailers who use technology to enhance the consumer experience will win at the tills.

The ICSC Retail Technology Survey is clear that consumers of all ages are looking for more in-store technology to make accessing information and shopping easier.

They want to see how furnishings look in their homes before they buy. They want to use their smart phone to locate products in-store.

Personalisation is also becoming increasingly desirable with consumers actively seeking out retailers who will deliver customised results.

According to the report, 80% of those who have shopping centre apps choose to receive notifications about sales/promotions and/or special events while shopping.

Specifically, consumers stated they wanted to see the following services in place by 2020:

  • 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)

The report also looked at how consumers are currently engaging with technology during their shopping experiences.

87% of Millennials Use Mobile to Click-and-Collect

Key findings include:

  • 87% of Millennials and 79 percent of Generation X use their mobile device to make a click-and-collect purchase
  • 71% of consumers have one or more retailer apps on their phones and 74 percent of them access these apps at least once a week
  • 86% of Millennials access a retailer app weekly and members of Generation X and the Baby Boomer generation, 74 percent and 61 percent, respectively
  • 37% of consumers have used a digital assistant (i.e., Siri) to build shopping lists or to place orders to later pick up items in stores
  • 35% of consumers have used a mobile pay option

‘Consumers are drivers of demand,” stated Tom McGee, President and CEO of ICSC. He said that retailers who innovate in their use of technology to enhance the shopping experience ‘will win at the register’.

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Charles Read

Charles is Managing Director at Blooloop. He attends numerous trade shows around the world and frequently speaks about trends and social media for the attractions industry at conferences. Outside of Blooloop his passions are diving, trees and cricket.

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