May 13 2008

Fingerprint? That’ll do nicely

The first global study into the future of retailing reveals that the future for buying online is in our hands, quite literally

Biometric fingerprint payment, interactive dressing room assistance and intelligent shopping trolleys could depart the realms of science fiction for the real world, as new technologies look set to revolutionise the way we shop.

60 percent of consumers across the globe believe that they will be able to pay for purchases using just their fingerprint by 2015 - with this innovation rated top by the greatest proportion of people questioned. The UK is most in favour of this shopping solution - with 31 percent giving it the top vote.

In TNS's New Future In Store study, 73 percent of shoppers said that they expect to be using interactive touch-screens in dressing rooms to communicate with sales assistants by 2015, whilst half expect that 3D body scanning and interactive dressing room mirrors will eliminate the stresses of trying on that new skirt.

Interestingly, as with fashion, shopping priorities change dramatically between countries. Whilst Chinese consumers' rate the concept of an in-store holographic sales assistant far above other countries (named as first choice by 59 percent compared to an average of 23 percent), German shoppers are far more concerned about having a body scan to help their clothes to fit.

Consumers across Europe, Asia, the US and Canada ranked these amongst a range of futuristic product innovations which look set to revolutionise the way we shop over the next decade. Next generation web-based services, new technologies and the need for tighter security and faster shopping will drive demand - with concepts as far fetched as networked refrigerators automatically ordering groceries likely to fuel new product developments.

Barry Lemmon, Global Head of TNS Retail & Shopper Insights, said: "There's no doubt that we're into a time of transition in retailing - and for consumers, the look and feel of a shopping experience is set to change beyond recognition. In our increasingly hurried culture, shopping experiences which free up time are likely to rank top - as shown by this first study into the future of retailing. But despite desire to save money and time, most consumers aren't going to be prepared to swap good traditional service for technology - shown by the noticeable lack of enthusiasm for holographic sales assistants."

Siemon Scammell-Katz, Managing Director of shopping consultancy TNS Magasin, said: "Technology will be pervasive in 2015 and this will drive more change in the way consumers shop in the next 10 years than it has in the last 20 years. We know that shoppers are frequently overwhelmed by too much choice and the need to shop in minimal time, and these innovations will provide welcome reassurance and help. What is interesting to see is the differences in priorities between countries - in the global marketplace, it looks like there will still remain a need to tailor stores and experiences to give local people what they want to aid their shopping trips."

by Marcus Austin (Web Editor)