Shoppers in the US have ranked self checkouts as the number one piece of technology that enhances the consumer experience, according to a survey by Empathica. Half of the 16,000 consumers questioned indicated that an easy-to-use grocery website is also important.

However despite the importance of e-commerce, almost a third of consumers said websites only ‘sometimes’ meet their expectations, with 4.1 per cent saying their expectations are ‘never’ met.

Kiosks offering product information, coupons and recipes; electronic offers sent via email or mobile device and wireless access within store were some of the other top rated technologies.

“Brands have the opportunity to differentiate themselves from competitors by implementing the technologies consumers look for when choosing a grocery store,” says Brian Jones, Empathica VP of grocery and consumer packaged goods. “As technology continues to evolve, stores need to consider new grocery store enhancements, and how they’ll improve the overall grocery experience for shoppers.”

The Empathica Consumer Insights Panel survey also revealed some differences between men and women when it comes to grocery store technology. Fifty-one percent of women said they value grocery store’s electronic product offers sent via email or a mobile device, versus 46 per cent of men.

In addition to appreciating email and mobile offers, the majority of women (57 per cent) said an easy-to-use website ultimately influences their overall customer experience. Fifty-one per cent of men consider websites important, according to survey results.

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