High street stores ‘failing to match online experience’

olde shoppers 2It seems the days when shoppers were lured into high street outlets by fancy window displays and the promise of top brands for low prices are drawing to a close, now consumers are far more likely to be swayed by the instore technology on offer.
So says a new report by Fujitsu, which claims that UK high street stores are “failing to match the online shopping experience”, leading to customers demanding better.
The report, entitled The Forgotten Shop Floor, reveals that 40% of consumers are ‘disappointed’ by in-store tech, with 61% of shoppers choosing one retailer over another, based on the quality of their in-store tech.
Almost half of shoppers (41%) said today’s in-store tech is slow, and 37% claim it is unreliable. A quarter says there simply isn’t enough to handle demand.
Fujitsu UK & Ireland managing director for retail and hospitality Rupal Karia said: “Today the next wave of digital disruption is happening in-store. Ecommerce has altered our expectations of the high street and we now expect physical channels to reflect digital ones and be engaging, personalised and hassle-free.
“The digital pace of change is faster than ever. Consumers will embrace retailers who can give them the experience they want, before they know they want it. The message is clear: consumers are prepared to spend more with the retailers that deliver digital, and leave those that don’t.”

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