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Omnico: 92 Percent Of U.S. Consumers Frustrated When Shopping In Store

Omnico research report

Ninety-two percent of U.S. shoppers get frustrated when shopping in a store, with 86 percent annoyed at waiting for a refund, 52 percent angry about waiting to pay and 49 percent ready to boil over if they are unable to find what they want.

Alaskans are more likely to get hot under the collar about waiting to pay (67 percent), than for example, New Yorkers (57 percent), Nebraskans and Virginians (50 percent) or Montanans (36 percent).

The figures are revealed in the Omnico U.S. Retail Research report, exploring shopping frustrations of 2,008 consumers across the nation, along with their attitudes toward technology.

Nearly three-quarters of respondents say technology will make shopping easier. Eighty-six percent want to use scan-and-pay cell phone or tablet apps so they can skip lines and save time, while 82 percent are ready to use kiosks to make in-store payments quicker and simpler. More than half say enabling payments at kiosks will improve their experience.

Omnico, which is based in England, provides a single, seamless platform for retail, food and beverage, loyalty, promotions, entitlements and stock, enabling clients to increase spend per head, visit frequency and operational efficiency.

“Our research shows that huge numbers of U.S. consumers experience deep frustrations when shopping in a store,” said Mel Taylor, CEO, Omnico. “It’s obvious they know that advanced digital technology can resolve almost all of these problems to make their shopping enjoyable and easy again. The key will be the integration of current legacy POS systems with newer digital technology that enables deployment of scan-and-pay apps, for example, or centralizes refund management, without the need to rip and replace what’s already there.”

The U.S. in-store shopper’s embrace of technology includes loyalty programs. Sixty-nine percent will use loyalty programs integrated into an app so users can collect and spend points or rewards; and 51 percent are ready to use a cell phone app or a kiosk to order food and drinks in advance while on a shopping trip.

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