How technology is changing purchase habits & shaping the shopper experience

The divide between the retail shopping experience and the use of technology is becoming increasingly blurred. This, combined with the fact that purchase habits are changing is forcing many retailers to adapt their strategies and evolve to meet consumer needs.

Google partnered with Shopper Sciences to survey over 5,000 people about their purchasing habits, uncovering insights into how the consumer purchase process is changing and evolving. One of the most crucial insights was that people now use on average over 10 sources of information when considering a purchase, up from 5.3 in 2010. With easy access to information online, and smartphone use predicted to overtake desktops by 2015, consumers can now research a product or service anywhere, at any time of the day, making it increasingly more challenging for marketers to control and influence a person’s decision-making process.

Price transparency

Smartphones are quickly breaking down the walls of the retail store, increasing price transparency and making it easier than every before for consumers to search for exactly what they are after. The Google’s ‘Goggles’ search app, for example, allows users to take a photo of what they’re interested in and search for alternate prices on the exact product, or find another product that is very similar at a lower price. There are also apps available that enable customers to scan barcodes and it brings up comparative prices for that product at other stores, such as Google Shopper.

Localised inventory check

Aisle411’s smartphone app connects customers with a retailer’s inventory in real-time, enabling them to plan, map, and customize a personalized in-store shopping experience. Consumers can type or speak an item they are searching for into the app to receive a map of the item’s location as it exists on the shelves of a specific store, or the location of the item in a store nearby. In addition to inventory mapping, Aisle411 in- store features include shopping list management, user generated online reviews, social media and location based coupon deals. The sharing of this information ensures that when a customer visits a specific location, they can be confident they will find the item for which they are looking, removing the need for customers to browse stores.

Virtual dressing rooms

The Divalicious app allows you to mix and match up to one million items of different apparel from over 300 brands and place them over a photo of yourself. Then you can share your image with friends, enter your size an order the item.

Save time with self check-out

AisleBuyer claims that their app is where shopping online meets in-store shopping where waiting lines don’t exist. All you do is scanning the item to your cart and checkout with your account.

Enhancing the experience

Lego developed an innovative way to engaging customers. They installed digital kiosks which simulated a 3D version of the completed lego project on the screen in front of you. All customers have to do is place the box under the scanner and the lego comes to life in front of their eyes. During an initial trial of this technology, the stores that used the Digital Box kiosk all experienced a jump in revenue.

Streamlining the process for customers & sales staff

Motorola has pushed the boundaries with their Magicmirror technology. For retailers, magicmirror means the ability to touch customers on an emotional level and positively influence their purchasing decisions. When a customer or sales associate brings an tagged piece of clothing in front of the Magicmirror, it automatically displays personalized information including brand messaging, garment description, size and color availability, as well as mix-and-match guides that suggest other items for accessorizing a wardrobe. Once in the fitting room customers can request immediate assistance from a salesperson by simply touching the Magicmirror, without ever having to leave the room.

Customer touch points

Grocery retailer Stop & Shop is piloting a new mobile application that enables iPhone users to check-in, receive targeted coupons and check out. This platform is designed to engage customers in store, out of the store, while they are going through the shopping experience and at the point of decision.

While not all these apps and technologies are available here in Australia just yet, it is not a matter of if, it is when, so the more retailers can do to be ready, the more likely they will be able to stay ahead of their competitors.