Attitudes Towards Retail Tech: Striking the Balance Between Tech Innovation and Human Touch
In today’s rapidly evolving retail landscape, technology is becoming a key driver of change, offering convenience and efficiency that consumers increasingly appreciate. However, as our latest Consumer Compass report highlights, there’s a fine line between enhancing the shopping experience with technology and diminishing the human touch that many shoppers still value.
The Appeal of Retail Technology
Consumers across all age groups are embracing technology in retail, finding it to be a useful tool that makes their shopping experiences smoother and more convenient. Our European Consumer Compass report reveals that even among older generations—who are often assumed to be less tech-savvy—there is a growing willingness to use new retail technologies. For example, 22% of Gen X, 15% of Baby Boomers, and 12% of the Silent Generation have adopted ‘scan as you shop’ technology in grocery shopping. Additionally, self-checkout tills have gained popularity, with 41% of Gen X, 33% of Baby Boomers, and 29% of the Silent Generation preferring this option when grocery shopping.
This data suggests that the appeal of efficiency and speed in shopping transcends age. Older shoppers, much like their younger counterparts, are finding value in the convenience that these technologies provide. Yet, this widespread adoption comes with a caveat, and brands looking to engage people in new technologies need to ensure they are using their shiny new toys to enrich rather than diminish the shopping experience.
The Need for Human Interaction
Despite the growing use of retail tech, there is a persistent concern among consumers about the potential loss of human interaction in stores. This concern is not limited to older generations but is shared across all age groups. For instance, while 18% of Gen Z and Millennials might find a cashier-less store appealing when buying clothes, the numbers drop significantly for Gen X (10%) and Baby Boomers (4%). This indicates that for more personal shopping experiences, many consumers still prefer to interact with a human being.
The fear that self-service could become the only option in retail is a common thread across generations. Over half of each generation expressed a preference for being served by a person rather than relying solely on technology. This preference is particularly strong among older generations, with 78% of the Silent Generation and 72% of Baby Boomers preferring human interaction, compared to 53% of Gen Z.
Striking the Right Balance
For brands, the challenge lies in integrating technology in a way that enhances rather than replaces the shopping experience. While new tech solutions can offer significant benefits, they must be implemented thoughtfully to ensure they don’t alienate customers who value human interaction. Brands like Uniqlo, Zara, and Under Armour are examples of companies that are striking this balance well, using technology to enrich the shopping experience while maintaining the personal touch that consumers appreciate.
Understanding and addressing the diverse needs of different customers is crucial for retailers aiming to create an inclusive and satisfying shopping environment. By doing so, they can ensure that technology serves as a complement to, rather than a substitute for, the human element in retail.
Looking Ahead
As the retail industry continues to evolve, it’s essential for brands to stay ahead of these trends and align their strategies with the changing expectations of consumers. To delve deeper into the intersection of technology and consumer behaviour, explore our latest European Consumer Compass report. It offers valuable insights into how these trends are shaping the future of retail and provides guidance on how to navigate this dynamic landscape.
Download the full report now to stay informed and ensure your brand is ready to meet the needs of today’s tech-savvy yet human-centred consumers.
