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In-Store Technology does this sounds familiar? Hence, minding the gap, how men and women really feel about In-store technology?

“I know what you did in your last Marketing campaign, do you?” Jalena Pineda

Business Development Manager, Skillz Middle East

Although online shopping is on the rise. More than 90% of smartphone owners visit brick-and-mortar stores at least once a week, according to a report released by Euclid Analytics.

Brick and Mortar (also brick and mortar or B&M) refers to a physical presence of an organization or business in a building or other structure. The term brick-and-mortar business is often used to refer to a company that possesses or leases retail stores, factory production facilities, or warehouses for its operations.

The survey includes responses from approximately 1,500 US consumers. Some of the results are compiled into an infographic about in-store technology usage and preferences.

The findings include the following:

• Women value in-store technology shopping to confirm fit and style: Some 65% of women (vs. 55% of men) shop in-store because of the ability to easily try on clothes and for tailored recommendations.

• Men seek human interaction in-store: Nearly three-quarters (73%) of men always or frequently interact with a sales associate at retail stores, versus 65% of women. Some 28% of men consider the lack of responsiveness from an associate their biggest in-store pet peeve (versus 23% of women).

• Men and women are not ready for a full-on AmazonGo shopping experience. Less than half of each group is interested in visiting a purely technology-operated store.

Mobile plays a central role in brick-and-mortar visits. But once a shopper enters the physical store, they are not looking for a tech-first experience. 

They want a break an immersive, sensory experience that still incorporates human interaction at its core. While technology has a place in physical retail, it needs to enhance, not distract from the immersive experience of being in the physical location.

The latest study reveals some of the consumer experiences that men tend to gravitate toward versus women and identifies the key aspects of the retail experience that create lasting impressions on each demographic.

Here are some key findings that reveal how men and women REALLY feel about in-store technology.

How In-Store Technology Use and Preferences Differ by Gender [Infographic]

Human Interaction is Still a Key Part of the Shopping Experience

Technology has a place in physical retail but it needs to enhance, not distract from the immersive experience of being in the physical location. As mentioned above this study reveals some of the consumer experiences. Men apparently tend to gravitate toward, versus women identifies the key aspects of the retail experience that create lasting impressions on each gender.

Download the Evolution of Retail, 2017 Men v. Women Shopper Report to Learn.

Which gender is more likely to rely on store associates for advice and product recommendations.

How both groups really feel about an associate-free store like AmazonGo.

Ways brick-and-mortar retailers can use technological advancement to enhance the in-store technology shopping experience.

“In spite of current headlines, it does not appear that salespeople are disappearing from stores. In this regard, men and women are more similar than different. Survey respondents uniformly said they were not interested in visiting stores that do not have sales people (such as Amazon Go).”

How In-Store Technology Use and Preferences Differ by Gender [Infographic]
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