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While a survey of 1,600 U.S. consumers reveals that more than half, 60%, prefer to do more than half their shopping online, there is also big interest by shoppers when it comes to in-store technology.

Those are two prime findings from a Reflect Systems study, "In-Store Shopping: Hiccups & Hangups of 2021."

"What we're seeing — to no one's surprise — is that the factors driving people to shop online are the ease and breadth of features it offers, but consumers are clearly missing key elements of in-person shopping that online retailers simply can't provide," Lee Summers, CEO at Reflect, said in a press release on the findings. "Shoppers still want to physically interact with products, but they've grown accustomed to the personalized, 'DIY' experience of online shopping. This data shows that retailers have a huge opportunity to leverage in-store technology to drive store traffic and revenue by deploying tech that puts customers in the driver's seat, giving them access to product information — right at their fingertips."

Other findings include:

  • 67% of respondents said what they miss most about in-person shopping is interacting with products and knowing what they're getting.
  • 80% of under-30 shoppers are more likely to shop in person than online if a store has interactive screens with product information, product comparisons and/or reviews.
  • 55% said they prefer to shop in-person for food and grocery items, above any other product category.
  • Surprisingly, only 56% of younger Millennials (under 30) prefer to shop online vs. almost 70% of older Millennials (30-44).
  • 43% of shoppers say the Delta variant will not have an impact on how much they shop in person.
  • 56% of respondents said product reviews would be the most helpful feature from online shopping they would like to see in-store, with price comparison second at 39%.
  • 46% said they prefer a more DIY shopping experience, with self-service options.
  • 83% believe informative digital screens would save time during shopping trips.
  • Of those who do the majority of their shopping online, nearly 50% say that informative, interactive displays would be the most enticing feature for them to shop in person.