Indiana University, KPMG study finds consumers want kiosks

NEW YORK - Sixty-one percent of the consumers surveyed by Indiana University's Kelley School of Business and the professional services firm KPMG LLP want kiosks to provide electronic coupons in retail stores. Fifty-five percent of shoppers would like to use kiosks to order out-of-stock items, the study revealed.

The June 2000 study, "Creating the Ideal Shopping Experience: What Consumers Want in the Physical and Virtual Store," surveyed 2,120 people nationwide.

American consumers want in-store technology applications that offer pricing information, according to the study. Fifty-seven percent of shoppers want electronic signs displaying daily and hourly promotions; 55 percent feel retailers must or should provide current and accurate electronic shelf labels.

Consumers also expressed a desire for convenient and secure ordering, order tracking, reliable delivery and accessible customer service when shopping online. In addition to knowing the prices of products sold online, 64 percent want to know the prices at the closest retail store. Fifty-seven percent of online shoppers also want access to product specifications and warranty.

In retail stores, shoppers want knowledgeable and courteous sales help, competitive prices, fast checkout and convenient payment options.

The study also includes consumers' least favorite shopping features.

The strongest negative responses recorded were reactions to personalization options that recommend products based on a customer's preference profile. Twenty-one percent of shoppers, for example, dislike having a handheld scanner tell them which products match their personal profile. Thirty-six percent of respondents prefer not to have in-store prices that change daily based on stock levels and competition.