Observed Signal · Nov 26, 2018 · Survey / Study · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
How Much Digital Innovation Fits Retail?
Retailers face mounting headaches from ongoing digitalization, even as consumers show interest in tech-enabled shopping. Bazaarvoice conducted a global survey across the US, UK, France, and Germany with 400 brands/retailers and 2,000 shoppers to understand which digital innovations actually move the needle. Findings show mixed appetite: about half of consumers view in-store VR as unnecessary, and 65% cannot meaningfully use voice assistants like Google Home or Alexa for shopping. Nonetheless, consumers welcome conveniences such as automated payments, location-based offers, and online pre-stocking with in-store pickup. Adoption among retailers remains limited, with only 20% planning to digitalize stores and 55% not even considering it. Personalization is widely recognized (91% see its potential; 81% plan to use customer data for personalized content within 12–18 months). The study also notes that user-generated content can significantly boost sales and conversion, highlighting the value of authentic reviews in influencing purchase decisions.
Provides consumer and retailer perspectives on digital retail innovations and personalization, with potential industry impact but not a platform-level disruption.
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Key Takeaways & Evidence Grounding
- Bazaarvoice surveyed more than 400 brands/retailers and 2,000 consumers across the US, UK, France, and Germany.
- About 50% of consumers find VR offers in-store unnecessary; 65% cannot engage with voice assistants like Google Home or Alexa for shopping.
- Only 20% of retailers plan to digitalize their stores; 55% do not even consider it.
- 91% of brands/retailers recognize the potential of personalized content; 81% plan to use customer data for personalization within 12–18 months.
- Reading other customers' reviews can lift revenue per shop visitor by 172% and conversion rate by 181%.
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