Most shoppers like the use of technology in the stores though frustrations emerge when that tech falls short of expectations, shows a new report, also highlighting retailers' enthusiasm towards adaptation of technology.
According to new insights from the Virgin Media O2 Business Movers Index, 77 per cent of Brits use tech to enhance in-person shopping.
Retailers too are undergoing a digital makeover.
42 per cent have adopted new tech in the last year to improve operations, with a third (30 per cent) aiming to boost sales and customer connections.
This wave of technology investment is driving optimism for 2025, as 82 per cent of retailers express confidence in their business outlook.
One in three Brits (34 per cent) have spent more time in stores or returned due to enjoyable or useful technology, rising to 57 per cent of 25-to-34 year olds.
The top tech features enticing shoppers to visit in person include self-service checkouts (29 per cent), high-speed WiFi (22 per cent), good mobile connectivity (21 per cent), click and collect pick up (21 per cent) and scan and go checkout-free shopping (20 per cent).
While 44 per cent of Brits feel UK retail stores have the right level of technology, frustrations emerge when that tech falls short of expectations.
Over a third (37 per cent ) of shoppers, and 54% of those aged 18-to-24, have left or avoided returning to stores due to complicated or frustrating tech.
Some of the biggest tech frustrations include self-checkout machines (33 per cent ), AI-powered shopping assistance (19 per cent), barcode scanners (18 per cent ) and mobile apps (e.g. scan and go) (16 per cent).
Jessica O’Conner, product director at Virgin Media O2 Business, said, “Retail has faced more disruption in the past five years than the previous twenty-five, with challenges like inflation and rising interest rates.
"Yet, retailers are charging into the year with confidence, embracing innovative tech to transform the customer experience.
"From virtual reality changing rooms to high-speed WiFi, Virgin Media O2 Business is at the forefront, helping retailers create smarter, more engaging in-store experiences for customers.”
