Survey of US consumers finds ‘cool’ features blend digital and
physical to provide shoppers with relevant product information and
suggestions – on their own terms
SEATTLE–(BUSINESS WIRE)–Future Stores Conference — It’s an omnichannel world for
consumers and retailers, but not all capabilities are created equal.
RichRelevance®, the global leader in omnichannel personalization, today
released its second annual “Creepy or Cool” survey of US consumers. The
2016 study finds that while American consumers expect to use their
mobile phones as part of the store experience, they are most open to
mobile and digital innovations that allow them to choose when and how to
engage. In contrast, technologies such as facial recognition that are
used to track and target customers remain unpopular with consumers.
“For the second year in a row, the study finds that shoppers think it is
cool to get digital help finding relevant products and information – on
their own terms when they choose to engage,” said Diane Kegley, CMO of
RichRelevance. “However, they are creeped out by digital capabilities
that identify and track without a clear value offered in return.”
Creepy or Cool 2016: Key Findings
The new survey finds that the mobile phone ranks #1 for shopping. More
than two-thirds (67%) of American consumers use their mobile phone to
shop. Not surprisingly, mobile usage skews even higher for the coveted
younger Millennial demographic (ages 18-29), with nearly 8 out of 10
(79%) shopping on their mobile phone.
Mobile shopping now extends into the physical store. Nearly 3 in 4
consumers (73%) use their mobile phone while they are shopping in the
aisles, and 1 in 4 (23%) use it frequently while shopping. Here again,
Millennials are more likely to turn to their mobile phones. More than 8
out of 10 (84%) use their mobile phone in the store, and 1 in 3 (35%)
use it frequently.
As retailers rush to deliver a store experience that merges digital
technologies, mobile phone and the physical aisle, they must walk a fine
line between an elevated – or an eerie – experience. There is no
one-size-fits all approach, and consumer comfort levels vary depending
on where and how technology is deployed. Age is also a major factor,
with Millennials expressing stronger opinions on both creepy and cool
features. Comparative survey data includes:
You can scan a product on your mobile device to see product reviews and
recommendations for other items you might like.
Overall: 79% cool; Millennials: 84% cool
Soon after you leave the store, you receive a digital coupon for a
product you looked at but didn’t purchase.
Overall: 52% cool; Millennials: 60% cool
When you check out, your print or email receipt includes product
recommendations selected just for you.
Overall: 50% cool; Millennials: 59% cool
Your location in the store triggers personalized product information,
relevant content, recommendations and discounts to pop up on your mobile
device as you walk the aisles.
Overall: 40% cool; Millennials: 49% cool
Digital screens in each dressing room show products that complement the
item that you are trying on.
Overall: 41% cool; Millennials: 49% cool
A salesperson makes more helpful suggestions because they can see what
you’ve previously browsed and bought on their site and in the store.
Overall: 32% cool; Millennials: 45% cool
Facial recognition technology identifies you as a high value shopper and
relays this information to a salesperson.
Overall: 67% creepy; Millennials: 71% creepy
A salesperson greets you by name on the store floor because your mobile
phone or app signals your presence.
Overall: 64% creepy; Millennials: 64% creepy
The survey of 1,018 US consumers was conducted by RichRelevance in May
RichRelevance is the global leader in omnichannel personalization and is
used by more than 200 multinational companies to deliver the most
relevant and innovative customer experiences across web, mobile and in
store. RichRelevance drives more than one billion decisions every day,
and has generated over $10 billion in sales for its clients, which
include Office Depot, Costco, Marks & Spencer and Galeries Lafayette.
Headquartered in San Francisco, RichRelevance serves clients in 42
countries from 9 offices around the globe. For more information, please
Brady PR for RichRelevance
Renee Newby, 757-651-6554