Rising in-store tech investment sees 76% of UK retailers commit to connected store strategies
59% of shoppers find in-store tech frustrating when it operates in isolation from human support
65% of customers value connected store tech that allows real-time support from retail staff
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Coventry, UK — Despite retailers’ rising investment in connected stores, shoppers are demanding augmentation over automation, valuing tech that enhances, rather than replaces, human interaction, new research from x-hoppers, the smart, AI-powered retail communications solution from Wildix, reveals.
With rising investment in store tech, data from x-hoppers, which polled over 100 senior UK retailers, shows that three quarters (76%) have committed to a connected store strategy and are investing in clearly defined and budgeted roadmaps.
Yet, store innovation strategies that remove human connection from tech investments risk frustrating shoppers and negatively impacting customer experience (CX), its ‘State Of The Connected Store 2026’ Report warns.
Original research of over 1,000 UK consumers by x-hoppers reveals that six in ten (59%) find store tech frustrating when it operates in isolation, requiring human support to work effectively, rising to 68% of Baby Boomers. At the same time, a further two fifths (37%) say they experience bugbears with bricks-and-mortar innovation when they are forced to use it despite preferring to receive human help.
When it comes to improving in-store CX, a third (33%) of shoppers remain indifferent to store tech that isn’t enhanced by colleagues, such as digital screens and apps, with a similar number (35%) saying ‘tech-only’ innovation only makes in-store buying journeys “marginally” better, rising to 46% of Gen Z.
With consumers now demanding human-in-the-loop experiences in-store, they increasingly expect blended buying journeys, which are human-led but tech-enabled. This demonstrates that, even as stores become more digital, the human touch continues to play a central role in enhancing physical retail experiences, as Lyndal Newman, Head of Marketing at x-hoppers, explained:
“Shoppers rate tech-led but human-powered store experiences, so investments that over-automate and remove human connection risk missing the mark when it comes to driving competitive advantage and delivering ROI.”
“The real value lies in enabling staff, not replacing them. And that means prioritising human-augmented experiences and innovation that keeps humans in the loop to meet shoppers’ needs,” Newman added.
The report showed that 96% of shoppers increasingly want technology to speed up service delivery in-store, with nine in ten (88%) valuing staff being able to deliver real-time information to solve queries. A further 65% said connected store tech, such as wearables and headsets, that empower colleagues to instantly support them without leaving their side, would also enhance their buying journeys.
Designed to enable human-led, tech-enabled in-store experiences, x-hoppers’ unified communications platform connects retail teams through wireless headsets, a mobile app, QR code-based call points and AI features.