Chain Store Age

Survey: Customers want leading-edge tech, do retailers deliver?

Retailers are overestimating the effectiveness of their customer-facing solutions.

According to “The Sci-Fi Shopper: How to Future Proof Your Brand for the New Consumer,” a survey of consumers and retailers from e-commerce software provider Elastic Path, retail respondents rated their offerings in “futuristic” shopping a 7 out of 10. Customers, however, rated them a 4.