UK shoppers are disappointed in the current lack of in-store technology available and want a more personalised experience when visiting a physical store, a new report has found.

The research, from smart store and digital signage firm Grassfish, found that more than half of consumers (52 per cent) are keen to use some form of technology in physical stores.

Over half (57 per cent) of UK shoppers now expect these in-store technologies to not only make their experience more convenient, but they also want personalisation levels to be enhanced.

The most popular option for greater personalisation is for a new till to automatically open when the queue is too long (54 per cent), followed by prices to change depending on how loyal a customer is (48 per cent) and for special offers to be shared based on previous purchases (39 per cent).

Almost a quarter (23 per cent) suggested a more personalised digital approach in-store would make stores more relevant in a technology driven buying environment, while two fifths (19 per cent) said it would increase their dwell time in store, providing an opportunity for increased conversions.

Roland Grassberger, CEO at Grassfish, commented: “Today’s consumers know what they want, and how they want it delivered; it is now the turn of the retailer to listen to these needs and implement the relevant technologies where necessary, to best provide the experience that customers both expect and demand.”

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