Today's use of digital does not meet shopper expectations in-store. New research from InReality suggests that shoppers are past the digital "cool factor" and looking for digital implementations in-store, i.e. digital signage, kiosks, interactive displays, etc., to give them self-directed shopping experiences like they get online. To help brands and retailers better understand these new realities and opportunities, in-store analytics & customer experience firm, InReality, today released its second Reality of Retail report.

"Shoppers' new expectations of digital technology in-store is one of many shifts changing the role and function of brick-and-mortar stores. To remain competitive, brands and retailers in brick-and-mortar will have to quickly become just as smart, data-driven and agile as they are online," explained Gary Lee, president and CEO of InReality.

Key Highlights:

Traditional Advertising Isn't Capturing Self-Directed Shoppers

• Only 18% of shoppers stated that they discover brands/products through traditional advertising

• Shoppers are 2x more likely to discover brands/products while browsing online than they are to discover them through traditional advertising

• Shoppers are also 1.5x more likely to discover brands/products while browsing in-store than they are to discover them through traditional advertising

It's All About Self-Help In-Store

• 69% of shoppers stated they would be more likely to buy in-store if given self-help technologies like kiosks or interactive displays

• 78% of shoppers stated they would be more likely to buy in-store if given self-help options to find a particular product

• 75% of shoppers stated they would be more likely to buy in-store if given self-help options to compare products or get price comparisons

The Cost Of Just One Bad Experience Is Very Steep

• Only 27% of shoppers said they would give a physical store a second chance after a poor experience

• Only 15% of shoppers said they would give a brand or product a second chance after a poor experience

• Only 16% of shoppers said they would give an online store a second chance after a poor experience