Shoppers abandon in-store technologies due to reliability issues and security concerns: new study
A new study has found that one in three consumers expect to spend more this Christmas but 48% will avoid tablets, kiosks and contactless payment in store due to past reliability issues, security concerns and a lack of understanding on how to use the technology.
The survey by Vista Retail Support found that just a quarter of respondents buying in-store thought that self-checkouts, touch screen kiosks and tablet computers contributed towards quicker service, while even fewer (18%) felt they helped to inform buying decisions.
Whether shopping online or in a store-based environment, more than half (52%) of respondents said a poor experience or failure on the part of the retailer would make them think about switching to a competitor, while 24% would base their decision on how well the issue was resolved.
Despite the continuing squeeze on household budgets, 32% of shoppers said they expected to spend more this Christmas than they had in previous years.
“With many people prepared to splash out more this year, it’s crucial that retailers make the most of the opportunity and do their utmost to live up to expectation,” said Richard Cottrell, sales and marketing director at Vista Retail Support.
“Today’s consumers quite literally have a choice of channels at their fingertips and most simply aren’t prepared to invest their time using technologies that have failed in the past – or spend money with retailers that have let them down. As such, it’s absolutely critical that brands invest in good service and keep their existing devices and supporting infrastructure running smoothly.”
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