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Retail mobile technology reaches tipping point and augmented reality technology instore receives seal of approval

Retail mobile technology reaches tipping point and augmented reality technology instore receives seal of approval

 

A majority of shoppers are now using mobile applications to buy goods while most agree augmented reality (AR) applications enhance experiences instore, according to new shopper research.

 

The survey, carried out by The Cardinal Group, a provider of shopping technology and security to the retail industry found that 56% had downloaded a mobile application to their smartphone or tablet, while 51% had made a purchase with it at some stage.

 

Mobile in the store rated ‘important’

 

The research also showed strong support for instore mobile technologies. Encompassing systems such as checkout apps, which replace a trip to the till, instore mobile technologies are more advanced than a simple shopping app, meaning the high level of support for such a relatively new solution is striking. More than four-fifths (83%) of shoppers reported that instore technologies enhanced the shopping experience, and almost three-quarters (73%) responded that they considered instore mobile technologies “important”.

 

Jason Trigg, The Cardinal Group chief executive, said: “We’re seeing a change in the way retail customers behave. Previously, while people were happy to shop on the internet, shopping on a phone was a minority concern, and this appears to have changed.

 

“Just as importantly, we are seeing a change in the way consumers use technology in shops. From a customer point of view, the in-store shopping experience has remained the same for decades. However, we are now seeing an acceptance of technology innovations such as mobile technologies, self-service tills, virtual fashion mirrors, and several other technology-driven changes. The industry is right on the tipping point, and it’s hugely exciting.”

 

Demand for integrated experience grows

 

The survey conducted at London Fashion Weekend found that, despite the increase in mobile technology acceptance, there was no direct threat to shops. Less than a fifth of respondents (18%) said they preferred shopping online. Over a third (39%) said they preferred shopping instore, and 43% said they preferred both.

 

The Cardinal Group is claiming that AR is set to become commonplace on the High Street of the future after its virtual fashion mirror, which lets consumers virtually ‘try on’ clothes, found that 87% of consumers agreed that the technology enhanced the shopping experience. The survey also found almost three-quarters (74%) rated the experience as ‘good’ or ‘excellent’.

 

Trigg added: “We’ve seen an increased demand for interactive technologies, building on the success of kiosks and extending the possibilities of window-shopping using payless mechanisms. With the advances in available technologies, tomorrow’s retailers will be able to make sales from their shop window even when closed, cementing the importance of having a physical presence on the High Street.”