Europe lags behind with in-store digital enablement tools in retail
A new report suggests that European retailers still have a long way to go in building engagement with consumers through retail mobile technologies such as mobile couponing, branded retail apps and QR coding.
The survey by Nielsen found that 18 percent of respondents had used mobile coupons, while 14 percent had downloaded brand apps to receive offers. Only eleven percent said they had scanned QR codes to access more information with the same number using in-store digital devices to view more products.
The research also revealed that use of digital technology as part of the retail experience was higher in Asia-Pacific and lowest in Europea although 55 percent of European respondents cited a willingness to use such technology in the future.
"In a competitive retail environment, retailers and manufacturers can add value and differentiation by providing digital tools to help consumers take control of their shopping experience while also increasing sales potential," comments Patrick Dodd, president of the global retailer vertical at Nielsen. "Mobile in particular can tip the scales in favour of increased shopper control, empowering them to shape the shopping experience more than ever before."