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BizReport : Ecommerce archives : July 06, 2016

Survey: UK shoppers find more creep in tech than US shoppers

While many US and UK shoppers are looking for different items in stores, there are more similarities in the way they shop than many retailers might thing - especially where technology and personalization meet.

by Kristina Knight

The big takeaway from new RichRelevance data surrounding shoppers and their preferences is that many are finding the tech that stores use to 'recognize' them creepy. In the US, about two-thirds said they find facial recognition software and sales associates greeting them by name because their mobile device signaled them 'creepy, while in the UK 75% agreed on both counts.

Results from the US-based survey can be found here.

"Retailers walk a fine line when innovating with in-store technology. Clearly UK consumers are looking for a more seamless personalised experience that helps them with their decision making progress. However, this can be taken too far - more invasive technologies are seen as 'creepy' by UK shoppers and this could have an adverse effect on buying behaviour," said Matthieu Chouard, VP and General Manager at RichRelevance.

As to the tech more shoppers in the UK would like to see trialed in their stores, about half (47%) would like to see fingerprint technology that would allow for payments and immediate home delivery while nearly two-thirds would like the ability to scan a product in-store to get real-world product reviews and recommendations (62%).

More than 40% are also interested in digital coupons for unpurchased products, and nearly one-third would like product recommendations included on their receipts. Just over 40% say they're interested in interactive changing room mirrors that would model certain outfits for them.

Tags: ecommerce, ecommerce technology, ecommerce trends, m:commerce, RichRelevance

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