Vast majority of Brits back retailers regularly investing in new tech

Research by Klarna has found that up to 80% of UK shoppers believe retailers should continuously invest in new technology to meet evolving consumer demand.

In the company’s Quarterly Shopping Pulse – which examines evolving shopping habits across 11 different countries – found that 8 in 10 of Brits believe regularly updating technology is key for retailers to stay up to date.

Meanwhile, up to 48% of shoppers believe that frictionless payments in-store and online (46%) should be the top priority of retailers, while better personalised services are also on the mind of British consumers. Younger generations in the research backed virtual and augmented reality technology, with 40% of Millennials thinking online retailers should invest in these areas.

Up to 57% of UK shoppers stated that they would prefer to do all of their shopping online if they had to choose – the UK was also the only nation where consumers would choose online shopping over physical. This was due to shoppers thinking they would get a lower price (76%), find a wider range of products (74%) and they’ll save more time (78%).

Klarna consumer trend expert Viveka Söderbäck said, “UK shoppers are tech savvy and their online shopping preference currently ranks ahead of all the other countries in our report. Brits crave digitalisation and expect retailers to invest in new technology that gives them a better shopping experience, especially when it comes to faster checkouts and frictionless payments.”

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