Tech And Shopping: Consumers Don't Want Help From Chatbots, Amazon and Google When Buying Stuff

Retailers are pushing for more technology to enhance consumers’ shopping experience, such as chatbots, virtual reality and augmented reality, but new research shows customers might not care so much about it.

The report, Reality of Retail Tech shows consumers are not that psyched about new tech from retailers, especially chatbots and smart mirrors.

Research for the report was conducted by mobile commerce and engagement platform, GPShopper, along with research and consulting organization YouGov.

Data show there is clear disconnect between companies and shoppers over what technology people want to use.

“Developments in mobile are further giving way to more advanced technology like virtual reality and chatbots, being brought into the shopping experience,” said GPShopper Co-founder and CMO Maya Mikhailov in a statement. “However, with so much technology available to retailers, it currently feels like everyone is just throwing ideas at the wall and seeing what sticks.”

Bad News For Amazon And Google

The study has some bad news for tech giants Amazon and Google. Only 21 percent of the consumers surveyed felt that virtual assistants like the popular Amazon Echo and Google Home will boost their shopping, including during major holiday sales.

Consumers Don’t Like Chatbots

In December 2016, Nordstrom partnered with Snaps and rolled out its chatbot service to help customers with their holiday shopping. Through Facebook Messenger, consumers received suggestions and information on products. However, the study shows that although retail companies are investing in chatbots, just nine percent of consumers believe the service will positively help them when shopping. Research found more than half of consumers, 59 percent, don’t want to actually use chatbots when shopping.

Smart mirrors, like the one introduced by retailer Rebecca Minkoff (shown in this video ), and smart shelves were also unpopular among consumers.

What Shopping Tech Consumers Are Interested In

However, consumers are interested in some technology. Shoppers see self-checkout as the most useful tech service, with 51 percent of consumers saying it positively impacts their shopping experience. Self-checkout is available at various major retailers, including CVS and Target.

Consumers are also interested in virtual reality and augmented reality, even though many weren’t quite familiar with AR. The report found 46 percent of consumers who would like to use VR while shopping want to use it to try out clothes and other items without physically going into a store. Fifty-eight percent of consumers would like to use AR while shopping to see how certain items might look in a different color before making a purchase or see how something looks in their home before buying.

Mikhailov suggests companies should pay more attention to what type of technology consumers want.

“Instead of jumping in head first, retailers need to see the breakdown of where shoppers stand on future-looking technology and how they can leverage this knowledge and the existing investment in mobile to create the experience customers are looking for,” said Mikhailov.

The report was based on online poll responses from 1,145 adults between Jan. 20-23.