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Holiday Shoppers Discuss Their Habits On The Streets Of New York. Continue The Dialogue On Twitter #howishop. (Video: Business Wire)

Even as retailers have expanded purchase options and welcomed digital shoppers into stores this holiday season, most Americans believe that retailers could do more to enhance the in-store shopping experience, according to a just-released national poll conducted by GfK Roper in conjunction with SapientNitro, part of Sapient (NASDAQ: SAPE).

Seven in ten (70%) Americans agree that “retailers could do more to enhance the in-store shopping experience.” Highly valued enticements include:

  • The ability to buy products in-store but have them shipped to home for free (79%)
  • Free Wi-Fi (63%)
  • Interactive displays or kiosks that provide additional information or recommendations about a product (57%)
  • Exclusive in-store mobile offers (56%).

Among smartphone users, a majority would also like:

  • To view store circulars/flyers on their phone (67%),
  • In-store navigation smartphone apps (59%), and
  • The option for mobile payment or to check out by scanning their mobile phone (59%).

“Many of our retail clients are redefining their in-store shopping experience to reach today’s connected consumer,” said Chris Davey, global head of commerce at SapientNitro. “The 2012 holiday shopping season marked a fundamental shift in which retailers not only recognized but accommodated digital shoppers in the in-store experience. From investing in GPS-enabled store maps or updating mobile shopping apps for smartphones and tablets, retailers placed big bets on today’s ‘always-on’ shopper and both parties won. Their efforts made holiday shopping easier but have raised consumer expectations for more.”

Many Turn to Showrooming, Blend Online/Offline Behaviors

While embracing digital in their lives, respondents want to preserve their family time too. The majority of Americans (62%) feel it is wrong that stores are opening earlier and earlier on Thanksgiving Day just to get a jump on Black Friday sales.

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