Study: Consumers not that interested in technology

A study released last week by the Kelley School of Business and KPMG, a professional services firm, finds that consumers have definite views on what they are looking for in the ideal shopping experience -- both online and in the store -- and more complex technologies are not at the top of their wish list.\nThe findings are revealed in "Creating the Ideal Shopping Experience: What Consumers Want in the Physical and Virtual Store," a study conducted in June among 2,120 people nationwide. The research measures consumers' acceptance of technology and offers insights on how consumers want to shop.\nThe IU/KPMG shopping study found that when shopping online, consumers must have accurate product and pricing information, convenient and secure ordering, order tracking, reliable delivery and accessible customer service. In retail stores, shoppers want knowledgeable and courteous sales help, competitive prices, fast checkout and convenient payment options.\nThere are several shopping features that some consumers would prefer not to have. Consumers had the strongest negative reactions to personalization options that make product recommendations based on a customer's preference profile.\nFor example, 21 percent of shoppers disliked having a handheld scanner tell them which products match their personal profile. Also, 36 percent of respondents preferred not to have in-store prices that change daily based on stock levels and competition.\n"Consumers tell us they are not interested in technology for its own sake," said professor Raymond Burke in a press release. "People want the basics in their ideal shopping experience, and they are only interested in technology to the extent that it makes shopping faster, easier and more economical."\nConsumers said there are several "must haves" in the online shopping experience. Besides knowing the prices of products sold online, 64 percent wanted to know the prices at the closest retail store. Fifty-seven percent of online shoppers also wanted access to product specifications and warranty information.\nWhen shopping online, 57 percent of respondents felt that a Web site should have expert ratings of product quality. The overwhelming majority of Web shoppers, 79 percent, also said they must have toll-free telephone access to customer service, and 63 percent wanted the option of placing an order by calling a toll-free number.\n"Consumers place greater emphasis on having detailed, objective product information when shopping online because they have no physical interaction with the product," Burke said in a press release. "The fact that such a high percentage of online shoppers want toll-free access to customer service tells us that the ability to connect with a knowledgeable salesperson, regardless of the channel shopped, is a key element of the ideal shopping experience."\nWhen shopping in-store, 53 percent of consumers said the store must provide knowledgeable, helpful sales assistants, and 52 percent reported that stores must have in-person or telephone customer service.\nBut the study also revealed that consumers do have an interest in several in-store technology applications. Much of this technology is focused on delivering pricing information.\nFifty-five percent of shoppers felt that retailers must or should provide electronic shelf labels that are always accurate and current; 57 percent wanted electronic signs displaying daily and hourly promotions, 61 percent wanted kiosks providing electronic coupons, and 63 percent would like handheld scanners that can perform price checks.\nPeople also were enthusiastic about technologies that allowed them to shop from a greater selection of products and order items that are sold out. Fifty-five percent of shoppers would like to use kiosks to order out-of-stock items, while 52 percent would like to use handheld scanners to check for color, styles and sizes and place orders from an extended inventory.