The State of Technology in Retail Report 2019
The prevalence of mobile and social continues to create millions of tech-savvy consumers who have come to expect always-on access, continuous influence and real-time gratification that the modern digital landscape delivers. Consumers across all generations now expect their favorite brands and retailers to follow suit. Consequently, brands and retailers are faced with the mounting urgency to recognize and react to the new breed of connected consumers. Behind the scenes brands, in their hopes to retain mind-share and loyalty, are incorporating the voice of their customers into their go-to-market process.
The 2019 State of Technology in Retail is a two-part survey of 254 product professionals from retailers and brands as well as 301 consumers. It found that despite a healthy consumer appetite for providing feedback on future products, product professionals are still challenged with understanding what their customers really want. Findings pointed to the importance of customer feedback and adoption of new technologies (e.g., AI and 3D printing) in bridging the gap between understanding what consumers desire and increasing sales and brand affinity.