Bricks and mortar stores have to do more to satisfy tech-savvy shoppers and improve the in-store experience, says new research.

A new retail report, by mobile technology solutions provider Apadmi, found that consumers would ?like to see retailers make better use of technology in store.  

Nearly half (46%) of consumers surveyed now expect stores to offer free WiFi and one in five shoppers want retailers to use technology that will provide a more tailored shopping experience while they browse in-store, such as an app that notifies them of nearby offers or provides product recommendations or reviews

The top priorities for today’s high street consumer are speed and convenience, says the report, with the concept of being able to pay for items through an app to avoid queues appealing to more than a quarter of shoppers surveyed in the report.

If retailers are unable to implement “just walk out” technology, where customers can purchase items through an app without the need for cashiers – as used by Amazon Go – 26% of consumers said that they would, at least, like to purchase products through an app and then pick up their items in-store.

With one in 10 UK consumers downloading more retail apps in the past 12 months than they did in the previous year, the research highlights the shift towards online and mobile technology and the need for retailers to now offer a unified, omni-channel experience, suggests the report.

Apadmi CEO Nick Black said: “There is a need among consumers for retailers to make better use of technology in-store to make every aspect of the shopping journey more enjoyable. As shoppers continue to embrace mobile e-commerce, and retail apps, the in-store experience needs to remain relevant and therefore incorporate the benefits that can be achieved through shopping online.

“Our research has uncovered a desire among shoppers for more convenient ways of buying items in-store, as well as better communication channels to inform them about the latest offers or promotions as they walk around the shop.”

He added: “Expectations of the in-store experience are increasing and, while it will be challenging for retailers to meet the demands of tech-savvy shoppers, it’s important that they get on-board to retain customer loyalty.”