Grocery Shoppers Show Interest In Use Of Wearables
By Ally Kutz, contributing writer
According to the latest research from IGD ShopperVista, a shopper insight program in the UK, 43 percent of shoppers are in favor of the use of new wearable technology devices — such as smartglasses and smartwatches — to shop for groceries and other items.
Many customers cited convenience and efficiency as their main reasoning for supporting the new technology. Around 45 percent think these devices would make shopping more convenient, while roughly 62 percent of shoppers would like in-store offers sent to their device as well as the capability of collecting and redeeming loyalty points from their device.
Along with wearable devices, consumers are looking to use their smartphones to find the best deals in store. Of those surveyed, 41 percent showed interest in being able to scan items with their smartphones while shopping around the store in order to keep a total of their prospective purchases, 39 percent would like alerts of special store offers delivered to their phones, and 36 percent already do or would like to use their phone in store to compare prices on products.
Although the compiled research shows promise for wearable technologies and advancements in device application, the numbers do not necessarily add up. “There is evidently a gap between what shoppers tell us they would like to use their smartphones and mobile technology for, versus what they actually do,” says Joanne Denney-Finch, IGD’s Chief Executive.
The research shows that 58 percent of consumers prefer a paper coupon to the 32 percent who would prefer a virtual coupon on their phone or device; information that contradicts previously reported interest in new technology.
“There will come a tipping point when the food and grocery industry will have an enormous opportunity to take the lead in this field, by ensuring we are creating innovative, practical uses for mobile and wearable technology that will help to make life as easy as possible for shoppers,” Denney-Finch says. “With smartphones and tablets still very popular and wearable technology catching up, this is a great time for the industry to ensure we’re ahead of the curve and offering a seamless experience for shoppers.”