MarketingTech – A new report released by BRP, retail consulting firm, has argued that in order to offer customers a unique personalised shopping experience in every retail channel, stores must blend physical and digital strategies – including the Internet of Things (IoT) and augmented reality (AR).
Customers are interested in trying new technologies if they find improvement in their in-store shopping experience, the report notes. The results provided by the BRP Consumer Study are therefore interesting. It found 32% of consumers are likely to shop at a store offering an AR experience over a retailer that does not offer the service; 29% would like to experience VR as part of their shopping environment.
The report also noted customers were very interested when it comes to relying on technology rather than human interaction if it makes the purchase process easier and fast. For instance, 55% of customers are more likely to shop at a store with self-checkout as opposed to a store without, and 57% will go to a store that offers automated returns to speed the process.