Gen Z is twice as likely to prioritize technology as part of the modern shopping experience
2023年6月29日 - 12:00AM
Creative Realities (NASDAQ: CREX, CREXW), a leading provider
of digital signage and media solutions, today released findings
from its 2023 Modern Shopper Survey.
The nationwide survey revealed that Gen Z, the demographic born
between 1997 and 2012, is the most likely to seek
technology-enabled, self-service solutions compared to consumers of
other demographics. As the first social generation to have grown up
with access to the Internet and portable digital technology from a
young age, they are significantly less demanding of the
“traditional” shopper experience — especially compared to their
parents (Gen X) and grandparents (Boomers).
Reaching out to 1,000 U.S. adults via third-party survey
platform Pollfish, Creative Realities conducted a comprehensive
survey regarding the impact of technology on the contemporary
shopping experience. The objective was to gain a deeper
understanding of how U.S. consumers prefer experiences across
several categories, and to explore if sentiment would shift
depending on age, shopping intentions, and industry.
Key findings from the survey include:
- Over 75% of respondents feel that technology makes
shopping better. Respondents generally considered
technology a positive influence on the shopping experience yet,
when examining the data by shopper type, we saw several interesting
variations. For instance, respondents who identified as an
“informed shopper” (those who research items before purchasing) are
the most optimistic about technology — 84% saying it makes their
shopping experience better.
- Gen Z and older generations (Gen X and Boomers) hold
divergent in-store shopping preferences. Gen Z expressed a
strong inclination toward independent experiences, such as
self-service kiosks, in both retail and restaurant settings,
sharply contrasting with the older generation’s preference for
interacting in-person during purchases. Additionally, the
significance of friendly employees resonates more strongly with Gen
X compared to their younger counterparts. While over half of
surveyed Gen X individuals expressed a desire for pleasant
interactions with employees while shopping, Gen Z places greater
emphasis on unobtrusive experiences that allow self-direction.
- The impact of technology on the shopping experience is
contingent upon the specific retail environment. Although
the majority of respondents are in favor of technology, the survey
results revealed varying preferences for different technological
features across industries. A significant number of respondents
expressed that technology enhances the retail shopping experience,
with an even higher proportion endorsing its benefits in grocery
shopping. However, these same shoppers indicated that technology
does not improve the shopping experience in convenience
stores.
“U.S. shoppers, spanning across all age groups, embrace the
integration of technology in their consumer journey. They aspire to
encounter a shopping experience that aligns with their notion of
exceptional service," said Beth Warren, Creative Realities’ senior
vice president of marketing. "Ultimately, the crucial aspect lies
in the fact that we see a trend of consumers actively seeking
technology to enhance their shopping experience, elevating
convenience and personalization. By incorporating technology into
the shopping experience today, companies can establish distinctive
selling points that captivate the expanding consumer base
anticipating technology-driven shopping experiences."
Click here to read the full 2023 Creative Realities Shopper
Survey.
About Creative Realities, Inc.Creative
Realities helps clients use the latest omnichannel technologies to
inspire better customer experiences. CRI designs, develops, and
deploys consumer experiences for high-end enterprise-level
networks, and is actively providing recurring SaaS and support
services across diverse vertical markets, including but not limited
to automotive, advertising networks, apparel & accessories,
convenience stores, food service/QSR, gaming, theater, and stadium
venues. The company has operations across North America with active
installations in more than 10 countries.
Media ContactChristina
Daviescdavies@ideagrove.com
Creative Realities (NASDAQ:CREXW)
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Creative Realities (NASDAQ:CREXW)
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から 6 2023 まで 6 2024