Save the fancy tech, retailers. Shoppers are looking to buy stuff as quickly and easily as possible.
Stores are spending lots of time and money trying out new, fancy technologies like touchscreen mirrors in changing rooms and robo-assistants out in the racks to get consumers to buy more.
Shoppers couldn’t care less.
Lowe’s Cos., the home improvement store, has a “Holoroom” that lets customers design spaces with virtual reality goggles. Nordstrom Inc. has a chatbot, an automated substitute for a human store assistant, meant to provide shoppers (both online and in-store) with gift ideas during the holidays. Rebecca Minkoff LLC, the women’s clothing retailer, has futuristic walls and mirrors that you can interact with—all in a bid to facilitate the shopping experience.
All novel approaches, sure, but most of aren’t catching on, according to a study by mobile commerce and analytics firm GPShopper and market researcher YouGov. For example, just 18 percent of the more than 1,000 consumers polled think smart mirrors will improve their shopping experience.
At home, virtual assistants such as Amazon’s Echo and Google’s Home aren’t exactly revolutionizing shopping either. Only 21 percent said their technology makes the buying process better from the house.