Consumers Feeling More Comfortable With Internet-Augmented Mobile Shopping Features, Study Finds
Smartphone and tablet apps are becoming the norm during in-store shopping, said a Cisco study released at the National Retail Federation convention. Nearly half of U.S. consumers, and 42 percent in the U.K., said they’re using smartphones to augment their…
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shopping experience, Cisco said. A third of U.S. shoppers are using independent shopping apps on a mobile device at least once a week, it said, and 55 percent of U.S. shoppers use retailer-specific apps while shopping. Lisa Fretwell, Cisco Consulting Services managing director-retail, said consumers are interested more in a “hyper-relevant” shopping experience than in a “hyper-personalized” experience, where they receive what they want when they want it versus a personalized experience of “knowing your name.” Consumers are becoming more accepting about giving up personal information as more connected devices enter their lives, Fretwell told us. To get offers relevant to them in a “value exchange,” consumers are increasingly willing to share purchase history and location data, she said. As part of the survey of 1,240 retail consumers in the U.S. and U.K. during October and November, Cisco tested shopping concepts with consumers to help determine the Internet of Things “value that is up for grabs” in terms of revenue “uplift” and employee productivity. Some 53 percent of consumers were interested in same-day home delivery of orders placed online and were willing to pay up to $5 per delivery, Cisco said. Four in 10 said they’d be willing to use a secure locker to pick up orders they had placed online, it said. Nearly three-fourths of respondents said they’d use a smartphone to scan products for customized offers and promotions in stores, and 63 percent were interested in “augmented reality apps” to help locate products in a store. Nearly 60 percent said they’d use augmented reality apps to get more product information such as online consumer reviews, it said. Six in 10 of those surveyed said they would like to scan barcodes on items while shopping to track items and pay at a self-service checkout terminal, said the study. Nearly half wanted to be able to store several payment cards on smartphones and smart watches so they could pay in stores by swiping the device at checkout, Cisco said,