A recent survey from HRC Retail Advisory showed that 95 percent of in-store shoppers just want to be left alone. Rather than seeking hands-on, personalized service from store associates, according to the study, many consumers would rather use social media to share pictures and gain opinions from others before buying. Either that, or they’re using in-store technology to gather information; the same study showed that 85 percent of shoppers want to be able to use price scanners to check the cost of items rather than asking a store associate.
Other key stats:
- In-store Wi-Fi was ranked as important by 30 percent of respondents overall, and higher among the younger set. Sharing with others, naturally, requires a good connection.
- Only 17 percent ranked sales associates who can offer personal recommendations as important. Roughly 29 percent, however, said in-store apps that could do the same were important.
- Despite efforts to increase innovative tech in-store, it’s still not considered important by most. Just 6 percent of respondents considered customized lighting in dressing rooms important. Some 17 percent said technology in dressing rooms that assists with shopping was important, and only 8 percent considered the ability to pay via mobile app important.
- Interestingly, 24 percent of respondents in Generation Z considered in-store events an important feature. So retailers, go on and have those events — but perhaps keep expectations in check about store associates “engaging” with consumers while they’re there.