Consumers see little in retail innovations

Retailers are investing heavily in iBeacons and virtual changing rooms, but consumers hardly hear about it. This is shown by research by First Insight: seventy percent of the (American) respondents do not even know what an iBeacon is. The research must be a proper deception for all retail innovators

Retailers are investing heavily in iBeacons and virtual changing rooms, but consumers hardly hear about it. This is shown by research by First Insight: seventy percent of the (American) respondents do not even know what an iBeacon is.

The research must be a proper deception for all retail innovators. For example, only 3.4 percent of respondents reported some interaction with shopping beacons. Also Wifi in stores can only fascinate nineteen percent.

Sixty percent never even do anything with store apps. 21 percent is only interested in this if they receive a discount. On the other hand, consumers are interested in barcode scanners for reading out prices (insofar as they are not mentioned).

As far as virtual changing rooms are concerned, the majority still prefer real changing rooms. Sixty percent do not want to change themselves virtually. Face recognition for loyalty programs is completely wrong. 75 percent of respondents indicate that they do not even want to shop at retailers that use these techniques. The repugnance did go down slightly when it was told that there were also benefits to be gained.

1085 consumers were questioned for the survey (pdf).