Despite growing investment in bricks-and-mortar innovation, retail staff are experiencing rising levels of friction driven by poor user experiences, disconnected systems and device overload when using technology in-store, new data from x-hoppers reveals.

New figures in the State of the Connected Store report from x-hoppers, an AI-powered retail communications solution from Wildix, show that over three quarters (76%) of retailers have a defined connected store strategy, with dedicated budgets and a defined roadmap.

And, as brands recognise the need for a connected workforce to drive CX, boost productivity and enhance employee experiences, UK retailers plan to allocate a quarter (25%) of their in-store innovation budgets to frontline tools that connect store staff.

However, despite this increased investment and strategic focus, current store tech environments could be undermining retailers’ efforts, its poll warns, with just 5% of UK retail staff reporting no major friction when using in-store technology.

Top 5 causes of store tech friction for frontline employees

1. Lack of real-time visibility from technology (47%)

2. = Poor user experience – making new tech difficult to use (46%) = Lack of connectivity – systems ‘don’t talk to each other’ (46%)

3. Device overload – too many devices to juggle (41%)

4. Dashboard overload – having to monitor too many screens (39%)

5. Being bombarded by alerts or notifications from store systems (29%)

A lack of real-time visibility (47%) topped colleagues’ frustrations when using current in-store innovations, suggesting many store teams still struggle to access the information they need at the point of decision-making.  

This was followed by poor user experiences that make new technologies difficult to use (46%) and disconnected systems that fail to integrate effectively (also 46%).

Tech overload was also a key friction point, with staff reporting feeling overwhelmed by having to juggle too many devices (41%), monitor and manage too many screens (39%) and being bombarded by alerts and triggers from in-store systems (29%). 

“When colleagues are forced to switch between multiple devices, applications and disconnected systems, tech becomes a source of friction rather than an enabler,” said Graham Dixon, Chief Technology Officer at x-hoppers.

“Retailers are already making significant headway in their connected store strategies, yet many have reached a point where layering more tech on top of existing systems doesn’t necessarily translate into better productivity or ROI.” 

“Success now depends on moving beyond simply introducing new tools,” Dixon added. “Instead, it requires communications, workflows and data to integrate more seamlessly and simply, to allow frontline colleagues to use the systems and insights at their fingertips to drive performance.”

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, helping store colleagues stay connected, respond in real-time and deliver more effective customer support on the shop floor.

To find out more about how retailers can unify their in-store technologies to improve employee experience and performance, download the State of the Connected Store report.