News

IBM survey says holiday shoppers want to avoid long lines

December 6, 2004

SOMERS, NY - According to a recent IBM survey, holiday shoppers are searching for ways to avoid long lines, packed parking lots, poor customer service and out-of-stock shelves.

The IBM survey of American consumers shows that almost 60 percent of shoppers cited long checkout lines as the number one frustration of the holiday season; with the level of annoyance over long lines increasing to two-thirds of consumers aged 18-34.

American shoppers, well versed in Internet shopping and wireless technology, are looking to technology to streamline and simplify their holiday shopping. When asked what would most improve the retail experience during the holidays, more than 40 percent of consumers surveyed asked for some kind of intelligent shopping assistant that could help them find items more easily. In addition, 28 percent of consumers wanted the ability to use self-checkout devices and a quarter of them wished for in-store price scanners. Internet access on a shopping cart was favored by 23 percent of shoppers.

The survey also revealed that 23 percent of shoppers would like to see an all-in-one device (PDA, cell phone and hand-held computer with Internet access) in stores to make shopping easier and more fun. Twenty-three percent of shoppers would like the ability to use a "smart cart." These intelligent shopping carts feature a wireless, touchscreen Internet computer mounted on the cart, giving shoppers much more information and personalized service, such as a personalized coupon. Almost half (49 percent) of shoppers said that getting a personalized offer or coupon geared to their lifestyle and purchasing history would make shopping easier and more fun in the future.

"Shoppers are demanding improved product availability, immediate access to product comparisons, knowledgeable employees and speedy self-checkout. They also want choice and convenience as part of a richer shopping experience overall," said Jan Jackman, general manager, Retail on Demand, IBM. "Fortunately, retailers are beginning to bring the Internet into the stores and are beginning to roll out emerging new technologies like the Shopping Buddy intelligent shopping cart, self-checkout and in-store kiosks. These new technologies promise to help retailers address these frustrations while providing shoppers with greater flexibility, convenience and empowerment than ever before."

The IBM retail shopping survey was of a sample of 1,000 consumers. It was conducted just before Thanksgiving, the traditional kickoff of retail's busiest and most important season.