New study reveals supermarkets adopt technology to enhance the customer experience better than all other industries
Toronto, Ontario, Canada – March 29, 2011 –Supermarkets adopt technology to enhance the customer experience better than all other industries, according to a consumer survey, Supermarket News reports.
Empathica Consumer Insights Panel survey found that 78% of consumers believe the supermarket and grocery store industry leverages technology to enhance the consumer experience, followed by gas stations (60%), airlines (37%), pharmacies (34%), electronic stores (33%), entertainment venues (32%), hotels/motels (27%), department stores (26%), discount stores/warehouse clubs (22%) and quick service/fast food restaurants (20%).
Among those who tried a new retail technology, 40% said they recommended that retailer to a friend, and of those who had not experienced a new technology, 18% recommended the brand based on knowing the technology was offered.
The survey also looked at the frequency that consumers preferred to be contacted via various channels, including being sent coupons or mobile device offers.
While the majority of consumers said they were reluctant to be contacted with mobile offers, many voiced a preference for monthly contact for the majority of services, with weekly notifications ranking highest for staple goods and dining options like grocery (35%), gas station (22%), casual dining (17%) and QSR (16%).
Among those consumers who said they wanted to receive mobile offers daily, supermarkets and convenience stores ranked highest, with 8.8% and 8.1% reporting they preferred this contact, respectively. All other industries were below 5%.
“While in-store, mobile and social technologies are still emerging, it’s interesting to see consumer perception for which industries are starting to leverage tools in a way that gives consumers a better overall experience,” said Gary Edwards, chief customer officer of Empathica. “Consumers are starting to express a willingness to embrace some of these tools, such as check-out technologies that save them time.
“Brands should be cognizant of the ways in which emerging technologies can be utilized to enhance their customer experience. For those that are able to introduce new technologies to provide a better in-store experience for their customers, there appears to be a positive word of mouth marketing benefit to brands.”