Shoppers are using their smartphones more during their in-store visits for things like contactless checkout, scanning QR codes for product information, looking up discounts/promos and downloading digital coupons.
Convenience is a driving factor for this trend, with more than 70 percent of respondents wanting to use technology to get through the visit faster, but shoppers also want greater control and increased options, according to new research by ChaseDesign, a human-centered design agency.
“Customers really want the combination of the physical store with the digital shopping experience, using their smartphones and in-store tech to make visits fun, rewarding, convenient and pain-free. Retailers need to focus on raising their phygital game to retain their existing customers and attract new ones to the store,” said Joe Lampertius, president at ChaseDesign.
In an example given by Lampertius, iRobot deployed a QR program developed with ChaseDesign for retail locations globally that take shoppers to specific Roomba Robotic vacuum and Braava Mop product videos or demonstrations. These QR codes are a quick and easy way to link to videos that educate and guide the shopper in their path to purchase, particularly for high-consideration and complex categories.
The ChaseDesign Tech at Retail survey reveals technologies like self-checkout are rapidly gaining traction with customers, with more than 62 percent of respondents reporting self-checkout makes them more likely to shop at a retailer. Coca-Cola and Walmart are taking advantage of this trend by working with ChaseDesign to enhance the self-checkout experience to reduce long lines and confusion while driving new growth on impulse items.
Best-in-class retailers are incorporating digital into their physical stores, making the shopping experience easier and/or more productive. Topping this list are Walmart, Target and Kroger, withCostco, Whole Foods, Sam’s Club, Walgreens, CVS, Albertsons and Publix rounding out the top 10. These same retailers lead the list of apps that shoppers find most useful.
ChaseDesign is a category growth consultancy that leverages design as a business development tool, including retail environments, digital engagement and packaging. The company translates how and why people buy to create more persuasive retail experiences that drive incremental revenues at full price. ChaseDesign is an IPG company, headquartered in Skaneateles, New York, and has locations in New York City and Cincinnati.