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New Zealand

Consumers call for smarter technology to help them shop

Almost half (47 per cent) of consumers say they will spend more with a retailer, providing the retailer has invested in the latest smart technology

Fujitsu Australia Limited

Melbourne, September 19, 2006

Almost half (47 per cent) of all consumers would increase spending with a retailer, providing the retailer had invested in the latest smart technology, according to a survey of more than 1,000 consumers conducted by ACA Research on behalf of Fujitsu Australia. The average increase in spending in stores that have implemented the latest technology would amount to a significant 30 per cent.

While 47 per cent of all respondents stated they would increase spending if a retailer implemented their preferred technology, a significant 60 per cent would increase spending in liquor outlets while 53 per cent said they would increase spending in supermarkets.

The survey also asked respondents, if a retailer implemented specific technologies would they be more likely to consider or recommend that particular retailer. 58 per cent of respondents said they were more likely to consider or recommend a retailer if their internet site was easy to use to research and purchase products, followed closely by the availability of information kiosks (56 per cent) and customer loyalty cards (49 per cent).

While these technologies rated highest overall – across supermarkets, liquor stores, department stores, discount department stores, apparel and accessories stores and household good and consumer electronics stores – other technologies, such as smart trolleys and hand-held PDAs rated most highly among supermarket (56 per cent) and liquor store (62 per cent) shoppers as did self-service check-outs (51 per cent for both supermarket and liquor store shoppers).

While the average anticipated increase in spending by consumers in stores who had implemented smart technology was 30 per cent, this rose to a staggering 60 per cent when we just take into account those respondents who said they would increase or decrease spending in stores which implement technology.

Vaughn Clair, Retail Consulting Director, Fujitsu Australia and New Zealand said, “What this research tells us is that if retailers provide the right technology in the form consumers want, when they want it, then consumers are likely to spend more with that retailer. With consumers demanding a more personalised service, and the technology and tools available today to provide it, retailers must embrace technology to meet consumer demand.”

David Edwards, CEO, Australian Retailers Association said, “Whilst retailers have been focusing on supply chain management to ensure the right product is available at the right time in the right place, so much more can be achieved by employing integrated customer facing technology to deliver timely and relevant buying information to consumers, the ultimate winners from innovative technology deployment.”

Vaughn Clair, Retail Consulting Director, Fujitsu Australia and New Zealand, is available to discuss the findings of the research. If you are interested in speaking to Vaughn about the findings, please contact Liz Greene below


In August 2006, ACA Research conducted a piece of consumer research on behalf of Fujitsu Australia. A total of 1,007 online surveys were completed using a permission-based email panel. The sample was constructed to ensure it was representative of the ABS population estimates for age, gender income and state.

About Fujitsu Australia Limited

Fujitsu is a full service provider of information technology and communications solutions. Throughout Australia and New Zealand we partner with our customers to consult, design, build, operate and support business solutions. From strategic consulting to application and infrastructure solutions and services, Fujitsu has earned a reputation as the single supplier of choice for leading corporate and government organisations. Fujitsu Australia Limited is a wholly owned subsidiary of Fujitsu Limited of Japan. For more information, please see:

About Fujitsu Limited

Fujitsu is a leading provider of customer-focused IT and communications solutions for the global marketplace. Pace-setting device technologies, highly reliable computing and communications products, and a worldwide corps of systems and services experts uniquely position Fujitsu to deliver comprehensive solutions that open up infinite possibilities for its customers' success. Headquartered in Tokyo, Fujitsu Limited (TSE:6702) reported consolidated revenues of 4.7 trillion yen (US$44.5 billion) for the fiscal year ended March 31, 2005. For more information, please

Elizabeth Greene

Phone: Phone: +61 2 9113 9252
Mobile: Mobile: +61 433 135 681
E-mail: E-mail:
Company:Fujitsu Australia and New Zealand Limited

Date: 19 September, 2006
City: Melbourne
Company: Fujitsu Australia Limited