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BizReport : Ecommerce archives : March 19, 2015

U.K. shoppers expect new technologies to enhance retail experience

The introduction of shopping technology has shifted consumer expectations with more wanting retailers to enhance and make consistent the shopping experience across channels, according to research from payment technology firm Verifone.

by Helen Leggatt

Shoppers in the U.K. are enthusiastically embracing mobile technology within their shopping experience. Online shopping has now become ingrained in daily life with 81% having input card details online regularly or fairly regularly.

However, this has led to higher expectations from retailers to enhance their marketing. A third (35%) of the 1,085 adults surveyed in the U.K. by Censuswide for Verifone in February 2014 said they now expect better sales promotions and discounts in exchange for their loyalty, and 32% expect to be treated consistently across all marketing channels and payment methods both online and instore. For 49%, speed of service was more important that payment security in-store.

According to June Felix, President of Europe for Verifone, "shoppers also want to feel that retailers value and understand them more because of these technologies. Therefore, it's imperative for these new technologies to provide a connected commerce experience that is clear and relevant to the consumer. Otherwise, retailers risk frustrating and even eroding trust with their customers."

price happy.pngOther findings from the survey include:

- 56% say the increasing choice of payment methods is important to them;

- 3 in 10 agreed with improvements in the range of payment methods available at PoS;

- 32% believe mobile apps that store credit cards are very important or important;

- 10% had shopped by mobile phone;

- 78% rate loyalty card schemes as important in improving the way they shop;

- 73% cited queuing as a factor that contributed towards a negative shopping experience;

- 75% cited price as the biggest factor in a happy shopping experience.

Image via Shutterstock

Tags: instore, loyalty, mobile, retail, shopper experience, technology, U.K.

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