Consumers don't like shopping in stores as much as they once did and that's a problem for retailers with most of their dollars invested in brick and mortar outlets.
According to The Wall Street Journal, shopper satisfaction at retail stores is declining upwards of 15 percent a year, based on ongoing research by Interpublic Group (IPG) of more than 10,000 North American shoppers.
John Ross, president of Shopper Sciences, a division of IPG, said the online experience and all the information available to consumers before making a purchase has made it more critical than ever to improve the shopping experience in stores.
"The role the store is playing is changing," Mr. Ross, who was chief marketing officer at Home Depot before joining Shopper Sciences, told the Journal. "Shoppers are walking up with a different set of expectations."
Today, retailers, IPG and others are are testing digital scanners, interactive mirrors in dressing rooms, kiosks with virtual customer-service reps, smart carts and other high tech/high touch technologies to meet the growing expectations of shoppers.
Stop & Shop has been testing handheld scanners in 289 stores. The devices provide consumers with access to promotions as they move around the store, and also speed the checkout process.
J.C. Penney has "FindMore" stations around its stores -- 52-inch touchscreens that enable consumers to go through the chain's entire merchandise selection or check a price.
The Limited is looking at a test of interactive mirrors that will scan clothing as a consumer enters a dressing room to let her know other options and whether or not an outfit matches, for example.
Linda Heasley, the chain's chief executive, told the Journal, "It's like 'Mirror, Mirror, on the wall, what is the best outfit of all?'"
American Eagle, Best Buy, Macy's and Sports Authority are all testing a location-based application that gives consumers financial incentives to visit stores.
"We think consumers have more opportunities than ever to bridge their digital and physical shopping experiences, particularly through smart phones and mobile technology," Matthew Smith, Best Buy's vice president of marketing services, said in a press release. We intend to explore ways we can use the power of location-based technology to personalize a Best Buy shopping experience, from check-in to check-out, with rewards and offers delivered right on a customer's smart phone."
Discussion Questions: What do you think are the biggest factors leading to consumers' unhappiness shopping in stores? What new technologies do you think hold the greatest promise for improving the in-store shopping experience?
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