Site Logo

Consumers ahead of high street stores on technology curve

The growing public familiarity with advanced technology is pushing change on to high street retailers whether they like it or not, according to James Pepper, Technical Services Director, Vista Retail Support.

As much as we may tire of hearing about artificial intelligence (AI), augmented and virtual reality (AR and VR) there is now a depth of expectation among consumers that these technologies will enhance and inform their experiences when they enter a store. 

The enthusiasm among shoppers can be surprising. Vista Retail Support conducted a study earlier this year and, for instance, found that more than two-thirds (67 per cent) of consumers believe that retailers should make these technologies a priority. 

AI has almost limitless potential but is most commonly encountered by consumers in chatbots and voice-activation technologies such as Amazon Echo or Microsoft Cortana.

In a store, however, it already offers significant advantages. Staff can use voice-activation technologies to instantly obtain accurate information about products and services via a headset, saving time for customers.

AI-based virtual assistants and applications also alleviate that great source of irritation, queuing to pay. Consumers can use these applications on their smartphones and complete the transaction quickly. The research also revealed that consumers like the idea of using AI-powered, in-store screens (which tend to be known as kiosks) to search out products that fit their needs but which they were not previously aware of.  

The problem for shoppers is that while 70 per cent are familiar with AI applications, two thirds say they have never encountered it in a store, which is where UK retail is missing out, because all the evidence is that such technologies boost sales.

VR in retail tends to be restricted to providing dazzling experiences on promotional stands, such as test-driving a car in the Alps. AR, on the other hand, which combines the reality in front of the user with the artificial images generated by the software, has more direct impact on helping shoppers make exactly the right purchase.

An AR app downloaded to a consumer's smartphone in a store will turn it into a magical portal through which they can overlay a big TV system or new three-piece-suite on to their own living room to see how it looks before they buy it. They can see how they will look in a new suit, hat or hair colour as the technology superimposes images with great precision and sophistication, enabling customers to move quickly between different styles, sizes or colour tones.

The preferences and choices can be retained to increase customer-recognition and personalisation whether the consumer is shopping online or in the store.

When shoppers employ these AR applications, the majority react very positively. Exactly three-quarters of the shoppers we polled who had used AR in a store could see its value and said they felt encouraged to use the technology again. And word is getting around. More than half (56 per cent) of people who had yet to use the technology were enthusiastic about it and thought it ought to be a priority for bricks-and-mortar retailers.

The danger for the UK high street is that retailers will be too slow in implementing the new technologies that consumers are so positive about. Shoppers can already see how they will remove so many of their bugbears. All too often, retailers see these technologies as "futuristic" and potentially loaded with expensive pitfalls.  In reality however, as our research found, the consumer is ahead of the game and hungry for the new technology. If our high streets and malls are to thrive, retailers need to be bolder and more self-confident in using technology to meet these new expectations.

More News
1 month ago
How to prepare for the new changes to employment laws
Employment laws are due an overhaul in April, with changes to flexible working, request amends, and protection for new parents and carer's leave, among other changes. Vivek Dodd, CEO of Skillcast, warns that failure to comply could result in serious consequences.
1 month ago
British Safety Council Keep Thriving workshop to take place in Cardiff
As part of its charitable work, British Safety Council is offering SMEs and micro-sized organisations in Cardiff the chance to attend a 3-hour workshop, delivered by its Being Well Together experts, completely free of charge to explore how to develop a well-being strategy.
1 month ago
Mitel appoints new SVP and Head of International Region
Mitel, experts in business communications, has announced the appointment of Simon Skellon as SVP and Head of International Region.
1 month ago
VIPRE Security Group appoints new General Manager of Business Security Division
VIPRE Security Group, a cybersecurity solutions provider, has appointed Usman Choudhary as General Manager of its Business Security Division, encompassing VIPRE EDR and Advanced Threat Protection for Email, SafeSend for Email, and Inspired eLearning security awareness training.
1 month ago
Ascentae unveils smart workplace experience centre
Ascentae, a UK-based workplace solution and value-added distributor, has announced the opening of a new Experience Centre in the heart of Clerkenwell, London.
1 month ago
IT at forefront of sustainability efforts, but lacks proper tools and expertise
A report commissioned by OpenText has found that IT departments are playing a major role in achieving corporate sustainability objectives and cited the lack of innovative tools and expertise as the primary challenges they face in meeting those goals.
1 month ago
Harrison provides bespoke manufacturing services to B&Q stores
B&Q set out to find a partner that could provide a range of display components, including a new-look dump bin. While the products had already been designed by B&Q, Harrison was invited to tender for the project at a later date.
1 month ago
Leyard Europe LED supports new educational exhibition
A 4K CarbonLight VX LED screen from Leyard Europe forms the heart of a new inspirational and educational exhibition at the headquarters of the European Molecular Biology Lab (EMBL), Europe’s flagship laboratory for research into life sciences.
1 month ago
Crawley Town Centre BID invests in AI visitor behaviour platform
Crawley BID has invested in Place Informatics Visitor Behaviour Platform to help understand, manage, and improve town centre services and events.
1 month ago
Viking re-establishes presence in Ireland
Office supplies reseller Viking is re-establishing its presence in Ireland with the opening of a distribution centre in Dublin, the development of a local sales team, and the creation of a local customer service centre.

Login / Sign up