Study: Retailers lag shopper expectations for in-store tech

Mobile Marketer – Shoppers are ready to try new technologies like augmented reality (AR), virtual reality (VR) and cashierless checkout that improve their in-store experience but retailers are lagging in providing them, according to a survey by BRP Consulting.

Almost one-third (32%) of consumers say they’re likely to shop at a store offering an augmented reality (AR) experience, but only 9% of retailers offer the technology to overlay digital images on a real location seen through a smartphone camera. Another 29% of retailers plan to offer AR in the next three years.

Shoppers are slightly less interested in virtual reality (VR), which requires them to wear specialized headsets to see a completely computer-generated environment. Twenty-nine percent of consumers are likely to shop at a store with VR, while 7% of retailers currently offer the technology and 23% plan to add it within three years, per BRP.

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