Procurement Fred Heritage · 3 November 2016
Britain’s shoppers hail retail technology as vital to store credibility
Investment in retail technology, whether in-store or online, marks the sign of a good shop, according to the majority of Britain’s shoppers. Three quarters of UK consumers have more faith in a retailer, whether large or small, that uses technology, a survey from payment platform Worldpay has revealed. Of 2, 000 consumers surveyed, a quarter admitted they wouldnt book a meal at a restaurant if they couldnt find it online first, while a fifth claimed that having to pay in cash would raise doubts about the quality of product they had just purchased. Only seven per cent of respondents said retail technology could be a hindrance and get in the way of the type of shopping experience they were looking for. When asked why they thought technology was so important, the majority of the survey’s respondents explained thatinvestment in retail technology made businesses appear more professional, and like they were taking the consumer experience seriously. Younger shoppers below the age of 35, and those living in London, were found to be the most judgmental. As many as 80 per cent of respondents in both these groups said they were more likely to trust retailers that use up to date? technology. Commenting in the survey’s findings, digital anthropologist Nik Pollinger, who worked with Worlpay as a research partner, said: If a shop seems unwilling to make that investment [in retail technology], it can trigger a lack of confidence. Where else are they cutting corners? Why arent they giving customers what they want? it’s now relatively simple and inexpensive for any shop to deploy technologies that make life easier for digitally driven shoppers, added Pollinger. Amongst consumers? biggest bug bears were businesses that refused to accept card payments. Over one in five survey respondents admitted theyd walked away from a transaction because their preferred payment technology wasnt available. Another technology triggers? the research identified were handwritten receipts and businesses that didnt have a website. Pollinger went on to say: ‘shoppers equate in-store technology with the type of convenience they have become used to with ecommerce.
ABOUT THE EXPERTFred Heritage
Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.