Coupons, E-mail, Self-checkout Big Winners in Digital Shopping: Study

http://promomagazine.com/retail/news/1209-digital-shopping-study/
The most successful technologies, including Internet coupons, e-mail, online ratings and reviews and self-checkout, must provide three benefits: value, help in making decisions and improved ease of shopping, the study found.

At-home technologies have the highest adoption rates among consumers since most people have access to a computer and the technologies are simple and user friendly.

Once inside stores, self-checkout is the most widely adopted technology used (71%), followed by DVD rentals (23%) and on-pack promotions that requires the consumer to go to a Web site (21%). Interestingly, interactive TV and TVs at Walmart had been used by only 6%. Handheld scanners, kiosks for swiping loyalty cards to receive personalized coupons and touch screen signage showed high interest.

Mobile technology is on the horizon to become the “next killer app,” the report said. The broad array of applications offer marketers a venue to serve up relevant information to shoppers wherever they may be.

The survey also found that consumers visit retail and brand sites for very different reasons and that if the two worked in partnership it could improve results for both. Because the retailer draws large numbers of shoppers to research and find the best prices, the brand can add value to the site by providing content to help drive traffic and loyalty.