Shoppers have Great (tech) Expectations

Consumers expect much from retailers when it comes to technology, according to a new report.

According to “The Digital Forward Customer Experience: New Expectations and Obstacles for Today’s Storefront,” a new survey from Boomtown, engagement with technology is having a big impact on consumers’ overall shopping and dining experiences.

“Retail stores and restaurants should acknowledge that customers’ expectations and demands have grown to include an intuitive, seamless technology-driven experience,” said Alfred ‘Chip’ Kahn IV, CEO and founder of Boomtown. “Thanks to the precedent set by today’s digital-forward leaders, businesses large and small can learn from these strategies and deliver a better experience to their customers.”

Boomtown surveyed 1,033 U.S. consumers, with nearly half of consumers (46 percent) saying that positive experiences with well-operating technology leads them to a higher brand confidence and continual visits to the business (44 percent). More than a quarter of consumers (28 percent) also reported that negative experiences due to technology malfunctions result in a decline in brand confidence and less continual visits to the business.

Survey respondents also emphasized a preference for brands that utilize the use of advanced, reliable and intuitive technology. The brands, such as Walmart, Target, Best Buy, Shake Shack, Chipotle and others, are known as “digital forward” brands, which are gaining favorable results from desired consumers.

“These findings confirm that the digital transformation of the consumer experience is fully underway and that businesses - from small, regional shops or restaurants to national, consumer-facing chains - must invest in their technology to court and keep consumers,” Kahn said. “But, investment in technology-driven customer experiences creates complexity and risk, offering the opportunity to please the customer but potentially imperiling customer relationships if the promise falls short.”

Other key findings from the research include:

●      When shopping or eating at large chains, 57 percent of consumers prioritize a wide range of reliable digital payment options as central to their overall experience

●      After a positive experience involving technology, 63 percent of consumers will compliment the location owner or refer the location to others

●      For 56 percent of consumers, a negative technology experience will translate to filing an official complaint

●      Over 80 percent of consumers have had at least one encounter with a technical glitch (such as failed payment processing or non-functional Wi-Fi) as they shopped or dined; nearly 60 percent of consumers have encountered these technical glitches multiple times

●      Nearly 60 percent have encountered slow or malfunctioning electronic payment systems

●      One in three respondents has encountered faulty or unavailable Wi-Fi or incorrect information online (36 percent)