2024 Retail Report: Is There Enough Digital Transformation Happening in Retail?

graphic image of retail experience on the left and cover of Techspectations: Consumer Demand for Digital Transformation in Retail on the right

SOTI’s retail report, Techspectations: Consumer Demand for Digital Transformation in Retail, launches Tuesday, January 30. It’s a deep dive into the in-store experience and how it has evolved over the last year. In the 2023 retail report, consumers wanted more personalization in-store, calling for the use of mobile technology to elevate the experience.

This year, Techspectations investigates whether consumers believe retailers are meeting their in-store expectations in 2024. Based on these sneak peek stats, the consensus is no.

Techspectations: Consumer Demand for Digital Transformation in Retail
launches Tuesday, January 30

When Technology Breaks, Nobody Helps


In-store tech like self-serve checkouts are popular. They shorten checkout times and minimize the need for staff interaction.

Unless it breaks. Then it’s the opposite.

When self-serve checkouts experience issues, 69% of consumers say there isn’t enough staff to resolve them.

This is problematic for consumers and staff:

  • For consumers, a seamless, automated experience becomes slow and frustrating. They’re given technology that doesn’t work – which is bad enough. Then, they can’t find staff to help them resolve problems – which is even worse. They’re somewhat left on their own and there isn’t a quick or obvious solution.
  • For staff, there’s a knowledge gap. A floor worker can demonstrate how to use self-serve checkouts. Yet, when an issue arises, that worker may not have the ability to fix them.

Retailers use technology to improve the in-store shopping experience, but consumers believe it makes it worse.

Download Techspectations on Tuesday, January 30 to learn
why in-store technology in retail isn’t resonating with consumers

Consumers Want Online Shopping Experiences In-Store

Consumers love the personalization of online shopping. It makes them feel like the retailer “gets” their needs and preferences.

This is why 80% of consumers have identified one benefit of digital intervention.

It could be a shirt recommendation based on the purchase of a pair of shoes. A grocery store might ask if you want to simply repeat your last order or add new items to your cart. Streaming services suggest shows you might like based on what you’ve previously watched.

That’s happening online and consumers ask: Why can’t in-store replicate the personalization of online?

Retailers are trying to recreate the appeal of online shopping – personalization, saved preferences, recommendations – in-store. Despite efforts, those elements aren’t translating in-store and consumers are frustrated.

Why do consumers believe retailers struggle to recreate online shopping experiences in-store?
Download Techspectations on Tuesday, January 30 to find out.

   Security Still Matters

In 2023, 59% of consumers said a bad experience with data security while shopping online would destroy trust in a brand.

In 2024, 76% of consumers have some concern about entering personal details online or via in-store devices.

What has sparked such an increase with retail technology? Two reasons identified in the report are:

  • Consumers don’t trust retailers to keep their data safe
  • Consumers are wary of using modern payment processes. They may believe the technology isn’t fully secure and is vulnerable to data theft

Consumers want to use technology like tablets and no-touch kiosks. But consumers mistrust how devices and data are managed and protected. Retailers must close that gap.

How can retailers balance device convenience with device security?
Get the answers in Techspectations on Tuesday, January 30

Get Your Free Copy on Tuesday, January 30

In Techspectations: Consumer Demand for Digital Transformation in Retail, SOTI conducted 11,000 interviews with consumers across nine countries.

The report contains first-hand insights from the people who shop at your online and in-store locations. Anyone in retail – managers, IT administrators, business operations and financial decision makers – should download the report.

It’s the voice of consumers telling you what’s working – and what isn’t – when it comes to retail technology.