Oracle Retail survey highlights what shoppers want

Shoppers in the UK would like retailers to continue their investment in technology but poor customer service on any channel is deemed a significant turn-off, according to new research from Oracle Retail.

Consumers are keen users of online and mobile technology in their shopping journeys and they are easily frustrated by poor functionality or disjointed commerce experiences, the report found.

Retailers in the UK are currently going through an unprecedented period of technology investment, with new systems and applications now catering for a larger percentage of overall capital expenditure than ever before. The Oracle study suggested that 80% of consumers wanted retailers to continue to invest in technologies to improve their shopping experience.

The survey also indicated that 58% of respondents' use of technology has evolved over the last year, highlighting the speed of change now impacting businesses operating in the sector. Meanwhile 59% of shoppers said they would like more click & collect facilities fromr retailers, while 63% of consumers shop in store once a week and 33% of them also shop online during the same period.

Oracle's findings were based on responses from 500 UK participants, which was part of a wider international study called 'Retail Without Limits – A Modern Commercial Society' that questioned 5,000 people from ten countries.

Jill Puleri, senior vice president and general manager at Oracle Retail, remarked: "To win the trust of UK shoppers and influence share of spend, retailers must enable consumers to shop as, when and how they please: that is, privately, conveniently and connected from web to store."

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