UK shoppers prefer reliable retail tech over flashy AI

Sherwen Studios has published research showing that UK shoppers prefer reliable retail technology to more advanced digital features. The findings are based on a survey of 2,000 consumers.

The study found that shoppers most want retailers to offer practical services that make shopping more consistent across online and physical channels. Consistent online and in-store pricing was selected by 28% of respondents, followed by the ability to return online purchases in store at 27%, loyalty points that update immediately across channels at 26%, and the option to reserve online and buy in store at 25%.

These everyday transactional functions ranked ahead of more complex digital tools. Shared baskets that work online, in-app and in-store were chosen by 15% of respondents, while customer service teams having access to full order histories also scored 15%. Personalised offers ranked lower, at 12%.

Basic functions

The results point to a gap between the digital systems retailers often invest in and the features shoppers say they notice and value in regular use. Consumers appear to place greater weight on technologies that reduce friction in buying, returns and loyalty than on tools that promise a more joined-up or customised experience.

The report also examined attitudes to artificial intelligence in retail and found a split between acceptance of narrow, task-based uses and distrust of more influential roles. Nearly a third of respondents, 31%, said they would not trust any AI tools at all.

Among specific applications, 24% said they would not trust AI size predictors, 22% would not trust AI to decide which products they see first, and 20% would not trust AI-generated product images. By contrast, 23% said they would feel comfortable with AI chatbots answering simple questions or handling refunds and complaints, 20% were comfortable with product recommendations based on previous purchases, and 16% were comfortable with virtual try-on or visualisation tools.

Retail challenge

The findings come as many retailers continue to add digital layers to stores, websites and apps while promoting AI-led services in customer support, merchandising and personalisation. The survey suggests consumer appetite for those additions may depend less on novelty than on whether they solve straightforward problems during a purchase.

That raises a commercial question for retail groups trying to justify spending on digital change. If shoppers do not use or trust newer features, the return on those systems may be harder to realise, even when the underlying technology works as intended.

The research was carried out by Censuswide among a nationally representative sample of UK consumers aged 18 and over. It forms part of a broader report covering connected retail, delivery, loyalty, personalisation and AI.

Sherwen Studios works with brands including Peacocks, ScS, Booker, Londis, Premier and Budgens. The company describes itself as a digital consultancy focused on transformation, AI and automation.

Matt Sherwen, Managing Director at Sherwen Studios, linked the survey results to retailers' investment priorities.

"Customers are telling us clearly where they want retailers to put their technology investments. They are open to new innovations and digital features, but not at the expense of improvements to the fundamentals that make their shopping experience easier and more convenient. The commercial opportunity here is to look at how technology can remove friction at every step, build confidence in the retailer and give the customer a clear reason to complete their transaction," said Sherwen.