Retailers rated tops when it comes to using technology to engage customers

Consumers have racked industry sectors on their adoption of technology to enhance the customer experience and retailers are way ahead of the field

On an industry level, at the top of the ranking, 78 percent of consumers believe the supermarket and grocery store industry currently uses technology that enhances their experience.

Petrol stations ranked second, with 60 percent of consumers. However, only 15 percent of consumers said convenience stores were successful in doing so. C-stores ranked 13th on the list, tied with home improvement stores.

In addition, only one in five consumers felt quick serve restaurants successfully leverage technologies that enhance customer service according to the consumer survey conducted by Empathica.

The rankings are:

Percentage of consumers who feel the industry as a whole successfully leverages technology to provide a better customer experience

1. Supermarkets/Grocery Stores (78%)
2. Petrol Stations (60%)
3. Airlines (37%)
4. Pharmacies (34%)
5. Electronic Stores (33%)
6. Entertainment Venues (32%)
7. Hotels/Motels (27%)
8. Department Stores (26%)
9. Discount Stores/Warehouse Clubs (22%)
10. Quick Service/Fast Food Restaurants (20%)
11. Clothing (18%)
12. Casual Dining (16%)
13. Convenience Stores (15%); Hardware/Home Improvement (15%)
14. Auto Parts Stores (12%)
15. Fine Dining Restaurants (10%)
16. Bars/Taverns (7%)
17. Furniture Stores (6%)

"While in-store, mobile and social technologies are still emerging, it's interesting to see consumer perception for which industries are starting to leverage tools in a way that gives consumers a better overall experience," said Gary Edwards, Chief Customer Officer at Empathica.

"Consumers are starting to express a willingness to embrace some of these tools, such as check-out technologies that save them time. Brands should be cognisant of the ways in which emerging technologies can be utilised to enhance their customer experience. For those that are able to introduce new technologies to provide a better in-store experience for their customers, there appears to be a positive word of mouth marketing benefit to brands."

According to the survey, of those who have tried a new retail technology, 40 percent indicate that they recommended that retailer to friends and family as a direct result of trying the technology. Interestingly, of those who said they had not experienced a new technology, 18 percent still recommended the brand based on noting that the technology was offered.

The Empathica survey also looked at the frequency that consumers wanted to be contacted via various channels, including being sent coupons or offers through their mobile device. For each industry, respondents could select daily, weekly, bi-weekly or monthly contact, or indicate they never wanted to receive offers, are not sure or do not use the industry's services.

Results showed that while consumers were still reluctant to be contacted with mobile offers, many indicated they prefer monthly contact for the majority of services. Weekly notifications ranked higher for staple goods and dining options like grocery (35 percent), gas stations (22 percent), casual dining (17 percent) and quick-serve (16 percent).

Supermarkets and convenience stores were ranked highest out of all industries for consumers who would like to receive mobile offers on a daily basis, with 8.8 percent and 8.1 percent reporting they preferred this contact, respectively. All other industries were at, or below 5 percent.
The data was compiled from the Empathica Consumer Insights Panel survey that polled 11,000 US consumers.