Research

92% of U.S. consumers frustrated when shopping in store

More than eight-in-ten shoppers are ready to use cell phone scan and pay apps or payment kiosks to increase convenience.

 92% of U.S. shoppers get frustrated when shopping in a store, with 86% annoyed at waiting for a refund, 52% angry about waiting to pay and 49% ready to boil over if they are unable to find what they want. 

Alaskans are more likely to get hot under the collar about waiting to pay (67%),than for example, New Yorkers (57%),Nebraskans and Virginians (50%), or Montanans (36%). 

The figures are revealed in the Omnico US Retail Research report, exploring shopping frustrations of 2,008 consumers right across the U.S.A., along with their attitudes to technology.

Nearly three-quarters of respondents (74%) say technology will make shopping easier. 86% want to use scan and pay cell phone or tablet apps so they can skip lines and save time, while 82% are ready to use kiosks to make in store payments quicker and simpler. More than half (52%) say enabling payments at kiosks will improve their experience. 

“Our research shows that huge numbers of U.S. consumers experience deep frustrations when shopping in a store” said Mel Taylor, CEO, Omnico. “It’s obvious they know that advanced digital technology can resolve almost all of these problems to make their shopping enjoyable and easy again. 

“The key will be the integration of current legacy POS systems with newer digital technology that enables deployment of scan and pay apps, for example, or centralises refund management, without the need to rip and replace what’s already there.” 

The U.S. in store shopper’s embrace of technology includes loyalty programs. Almost seven-in-ten (69%) will use loyalty programs integrated into an app so users can collect and spend points or rewards. And 51% are ready to use a cell phone app or a kiosk to order food and drinks in advance when they on a shopping trip.

To find out more download the full report here.

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