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69% of Shoppers Want Self-Help Digital Tech In-Store

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New Research Outlines How Online Shopping Has Altered Shopper Expectations In-Store

ATLANTA (March 1, 2016) – Today’s use of digital does not meet shopper expectations in-store. New research from InReality suggests that shoppers are past the digital “cool factor” and looking for digital implementations in-store, i.e. digital signage, kiosks, interactive displays, etc., to give them self-directed shopping experiences like they get online. To help brands and retailers better understand these new realities and opportunities, in-store analytics & customer experience firm, InReality, today released its second Reality of Retail report.

“Shoppers’ new expectations of digital technology in-store is one of many shifts changing the role and function of brick-and-mortar stores. To remain competitive, brands and retailers in brick-and-mortar will have to quickly become just as smart, data-driven and agile as they are online,” explained Gary Lee, president and CEO of InReality.

Key Highlights:

Traditional Advertising Isn’t Capturing Self-Directed Shoppers

  • Only 18% of shoppers stated that they discover brands/products through traditional advertising
  • Shoppers are 2x more likely to discover brands/products while browsing online than they are to discover them through traditional advertising
  • Shoppers are also 1.5x more likely to discover brands/products while browsing in-store than they are to discover them through traditional advertising

It’s All About Self-Help In-Store

  • 69% of shoppers stated they would be more likely to buy in-store if given self-help technologies like kiosks or interactive displays
  • 78% of shoppers stated they would be more likely to buy in-store if given self-help options to find a particular product
  • 75% of shoppers stated they would be more likely to buy in-store if given self-help options to compare products or get price comparisons

The Cost Of Just One Bad Experience Is Very Steep

  • Only 27% of shoppers said they would give a physical store a second chance after a poor experience
  • Only 15% of shoppers said they would give a brand or product a second chance after a poor experience
  • Only 16% of shoppers said they would give an online store a second chance after a poor experience

The second Reality of Retail survey was conducted December 14-18, 2015. The survey collected responses from 682 shoppers sharing their experiences across 10 retail categories, with a special focus on brick-and-mortar and the impact of digital and self-directed shopping behavior. The data was then analyzed and prepared into a summary report with recommendations for brands and retailers.

The full Reality of Retail report can be downloaded for free here. Follow at @IRPost on Twitter, #RealityOfRetail.

About InReality

InReality provides brands and retailers with smart solutions to better understand and convert brick-and-mortar shoppers. With our comprehensive solution suite—in-store analytics, path to purchase research, in-store digital content marketing and in-store customer experience design and production—InReality is uniquely positioned to help maximize in-store investments in today’s complex retail environment.

For over 20 years, InReality’s solutions have powered brands and retailers like The Coca Cola Company, The Home Depot, Tempur-Pedic and Marshall, and for three years running InReality has been named by Inc. as one of America’s fastest-growing private companies.

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