Planet Retail global research director Rob Gregory warns that jumping on the in-store technology bandwagon needs careful consideration.

In-store digital technology seems to be a growing area of focus for retailers. Walking around the latest concept stores, it’s clear that interactive kiosks, staff armed with tablets, payment solutions and digital marketing are seen as a way of attracting shoppers into stores and then, crucially, engaging with them.

Retailers seek to reinvent the physical store experience and close the gaps between customers’ experience online and offline, and technology is seen as a key way of achieving that.

John Lewis revealed the launch of JLab, a scheme to identify technology start-ups it hopes will help improve the in-store experience.

The initiative follows in the footsteps of Marks & Spencer, which last year launched its own digital lab to pilot cutting-edge technologies and ideas. Not to be left behind, Tesco also created an innovation lab to tap in to new ideas, products and services.

Our latest shopper survey shows how such technology is being implemented and used. About 17% of UK shoppers have placed an order through an in-store kiosk, while 14% have used an interactive display to search for product ideas.

The survey found that 15% of shoppers have interacted with staff equipped with tablets, while fewer than 7% have used augmented reality technology such as virtual mirrors.

Although the future of stores hinges on their ability to serve customers across all channels, simply filling them with technology isn’t necessarily the right solution.

Retailers have to consider some practical basics, such as who is responsible for maintaining the kit.

The biggest consideration is that shoppers are already armed with smartphones that allow them to compare, contrast and interact.

Any in-store technology has to offer shoppers something they can’t get on their phones.

As implementing technology to enhance in-store experiences requires substantial investment, a better and cheaper alternative may be to build solutions around the wants and needs of the smartphone shopper instead.

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