Retail Technology
| Log in | Subscribe
Subscribe | Log in
Retail Technology
Subscribe

The increased consumer adoption of smartphones means the boundaries between instore and online are becoming more blurred, according to the new research

The increased consumer adoption of smartphones means the boundaries between instore and online are becoming more blurred, according to the new research

 

The latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG in January 2011 show that consumers are using digital devices on the High Street to give store feedback, check stock levels and check that they are getting the best deals.

 

The study has also shown that 25% of smartphone users have been in a High Street store and used a barcode scanner on their smartphone to scan items within the store and see if they can find them cheaper elsewhere.

 

Another 40% of people surveyed had given feedback digitally about a High Street store after seeing a survey URL in a store or on a receipt, of those people 88% gave their feedback via a PC, where only 7% had utilised their smartphones to give immediate feedback.

 

Instore processes go digital

 

High Street stores and their staff are also starting to adopt digital technologies, with staff using digital devices to check stock levels for consumers. The study found that 39% of people surveyed had had staff in a High Street use a smartphone, tablet, PC or kiosk to check stock levels for them.

 

Derek Eccleston, research director at eDigitalResearch, commented: “We are seeing the dawn of mobile e-commerce with digital now truly coming to the High Street.”

 

David Smith, managing director at e-commerce trade body IMRG, added: ‘Developments in m-commerce have led to the phenomenon of the ever-connected consumer, who can access multiple retailer channels concurrently, while instantly comparing and contrasting with similar offerings on competitor sites. Although only 7% have provided immediate feedback to the store, people do update their friends on Facebook about being stuck in a long queue, receiving negative customer service or poor hygiene conditions. The need for high standards is more important than ever, as any individual retailer store is now a potential showroom for millions.”