Shoppers are more receptive to 'scan and go' than facial recognition
Retailers often bank on new in-store features being transformative, only to be met with consumer resistance. So, what makes a shopper receptive to a retail innovation?
A new study from GPShopper found differing attitudes among US internet users when it asked about two forms of emerging retail technology: facial recognition and “scan-and-go” initiatives. Regarding facial recognition technology, 45% of respondents had privacy concerns. But more importantly, 49% simply don’t believe the technology will improve their shopping experience.
In contrast, 48% of respondents said scan-and-go technology, which allows shoppers to use a retailer-provided device or mobile app to scan items and pay by smartphone, would make shopping easier. And 43% would rather try this method than wait in a checkout line. Consumers showed the most interest for using this tech at grocery stores (50%), followed by retailers specializing in home goods (30%), apparel (27%) and beauty (25%).
Nearly six in 10 US internet users surveyed by GPShopper were either neutral or wouldn’t be deterred by a cashless store. Scan-and-go technology has been introduced by department stores like Macy’s and supermarkets like Kroger, which jibes with consumer preferences.
Perhaps when the functionality is more explicit—the ability to pay by face (or fingerprint or voice)—shoppers will see the benefit. Whether or not an emerging tech application is useful in a meaningful way is at the core of consumer acceptance.