Retailers are struggling in the face of online competition. But it’s not hopeless: a study from Trendsource finds that most consumers still prefer in-store shopping, even for electronics. Not surprisingly, “getting the items immediately” was the biggest reason to buy in person. Help from store staff was somewhere in the middle. In-store technology and social interaction were dead last.
Whether consumers want it or not, retailers are adding tech to in-store experiences. A study from RetailWire found that 33% of stores already communicate with in-store shoppers via social media and another 25% are working on it. Personalized greetings and feeding customer data to associates were also popular. The biggest obstacles were cost and customers’ privacy concerns.
The RetailWire study also found that tech vendors are even more excited about in-store systems than the retailers themselves. Mobile data exchange adsquare has added proximity data from Unacast to help mobile advertisers target location-based messages in real time. And here’s a study from Opus Research describing how retailers track customer locations within their stores.
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