Shoppers in the UK are open to the concept of using voice-activated technology to add food or grocery items to their online basket, according to a survey by IGD.
The food and grocery research organisation found that over a quarter (28%) of shoppers are interested in using a connected device in the home, such as Amazon Echo or Google Home, to compile an online shopping order.
‘Conversational commerce’ is just one way shoppers are looking to innovate in the way they buy their food and groceries, IGD said.
Another 19% envisage that they may buy their food and groceries online and get them delivered to a secure refrigerated locker near their home within the next two to three years, while 24% see themselves signing up to an online subscription service to get grocery products they use regularly delivered to them automatically.
The idea of food and groceries being delivered by drones or robots in the future was welcomed by 22%.
Toby Pickard, Senior Innovations and Trends Analyst at IGD, commented: “We live in an increasingly ‘on-demand’ and connected world where consumers expect a frictionless shopping experience. We’ve identified one-click ordering and voice ordering as a global trend that is helping shoppers to achieve this. What appeals most to shoppers who are positive about this technology is the potential for convenience and ease, therefore the simplicity of one-click and voice ordering could be a winning formula. Companies utilising innovations like these can lock shoppers in to achieve loyalty, and for those looking to succeed in this area, delivery systems will need to become smarter, more flexible, efficient and responsive.”
However, it’s not all about online shopping and delivery.
IGD’s research also confirmed that shoppers are keen on the use of technology in-store. Just under half (48%) said they are interested in using touch screens in-store to find out more information about products, and 43% were interested in using their mobile to scan and pay for items without going through the till.
Consumers also see opportunities with technology to take advantage of offers and save money. In the survey, 44% said they like the idea of receiving personalised offers on their phone in different parts of the store, while 42% would be interested in being alerted to relevant offers on their phone when they are near a store.
“Knowing what shoppers are looking for in this channel, retailers must now look to deliver solutions online that help them browse and make purchases quickly and easily while offering value for money,” said Vanessa Henry, Shopper Insight Manager at IGD