UK shoppers want tech to support store staff, survey says

New research from x-hoppers suggests UK shoppers want in-store technology to support staff rather than replace them. The findings come as most retailers surveyed said they had committed funding to connected store plans.

The study of more than 100 senior UK retailers found 76% had committed to a connected store strategy with defined, budgeted roadmaps. Separate polling of more than 1,000 UK consumers suggested investment alone does not guarantee a better shop-floor experience if technology is not closely tied to staff support.

Among consumers, 59% said in-store technology was frustrating when it operated without human help. That rose to 68% among Baby Boomers, suggesting a stronger preference in that age group for direct support from store staff.

Another 37% said they were irritated by in-store technology when forced to use it despite preferring human assistance. The research also found that a third of shoppers were indifferent to technology such as digital screens and apps when those tools were not backed up by colleagues.

Some responses suggested technology-only approaches are failing to make a strong impression on customers. About 35% said such innovation made in-store buying journeys only marginally better, rising to 46% among Gen Z consumers.

Retail investment

The retailer survey points to a market where spending on connected stores is already established. Nearly four in five respondents said they had moved beyond ad hoc trials to defined plans, indicating that store technology remains a budget priority across the sector.

At the same time, the consumer figures suggest a gap between how retailers are implementing digital tools and how shoppers want to use them. Rather than favouring self-service for its own sake, many respondents said they value systems that help staff answer questions faster and remain present during the shopping trip.

The report found that 96% of shoppers want technology to speed up service delivery in stores. It also found that 88% value staff having access to real-time information to resolve queries on the spot.

A further 65% said connected store technology, including wearables and headsets, would improve their buying journey if it let colleagues support them instantly without walking away. That points to demand for tools that sit behind the interaction rather than replace it.

Human support

x-hoppers, part of Wildix, sells communications tools for retail teams. Its system links staff through wireless headsets, a mobile app, QR code call points and artificial intelligence features designed to help colleagues respond to customer requests while remaining on the shop floor.

The findings suggest shoppers expect blended store journeys in which technology helps deliver service but people remain central to the exchange. That view was echoed by Lyndal Newman, head of marketing at x-hoppers.

"Shoppers rate tech-led but human-powered store experiences, so investments that over-automate and remove human connection risk missing the mark when it comes to driving competitive advantage and delivering ROI," said Lyndal Newman, head of marketing at x-hoppers.

Newman said retailers should focus on enabling staff rather than replacing them.

"The real value lies in enabling staff, not replacing them. And that means prioritising human-augmented experiences and innovation that keeps humans in the loop to meet shoppers' needs," Newman said.

The findings add to a broader debate in retail over the balance between labour efficiency and customer service in physical stores. While many chains continue to roll out self-checkout, apps, smart shelving and digital displays, the survey indicates shoppers still place high value on immediate human assistance, especially when store systems fail, create friction or feel compulsory.

For retailers, the results suggest the commercial case for connected stores may rest less on removing staff from the process and more on equipping them with faster access to information and communication tools. In the survey, 88% of shoppers said they value staff being able to deliver real-time information to resolve queries.