Research Report: The Forgotten Shop Floor
The Rise of the Digital High Street

Fujitsu is a world-leading expert in digital transformation. For more than 30 years we have been providing the high street with retail technology, and have extensive experience of delivering solutions that enhance the retail customer experience and streamline processes.

In a bid to discover the extent to which retailers are embracing the power of digitalisation and new digital technology, we commissioned a report, The Forgotten Shop Floor - The Rise of the Digital High Street. In the course of our research, we questioned 1,000 staff from local retailers with a turnover of more than €25 million and 1,000 consumers on a broad range of issues; from customer expectations to the use of in-store technology.

Forgotten Shop Floor infographic

Report findings - retail employee experience

advise serving customers using in-store technology multiple times a day.

advise in-store technology saves time.

advise in-store technology enables rapid customer issue resolution.

50 percent

advise the technology on offer is slow.

75 percent

advise they can access information faster via their personal device than in-store technology.

Report findings - customer experience

50 percent

advise that the quality of in-store technology directly affects their customer loyalty.

57 percent

advise choosing to buy an item based on the technology experience provided by the retailer.

73 percent

advise that they would trust Amazon to deliver a better in-store technology experience than existing high street retailers.

45 percent

advise in-store technology is often poor.

31 percent

advise concerns over poor staff training on the use of in-store technology.

Report summary

Of the retailers questioned, 97% advised of being impacted by digital disruption, which leaves us in no doubt as to the importance of retail technology within high street stores.

Digital technology has led to a change in retail customer expectations, and today in-store technology must be compelling, relevant and useful. Customers now want the physical purchase experience to match their digital experience, and will embrace retailers who can deliver a personalised, seamless, engaging and hassle-free experience across all channels.

From cost reductions and improving productivity to enhancing efficiency and creating a compelling customer experience, retail technology deployed within stores delivers wide-ranging benefits.

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