Shoppers say they want in‑store technology that makes life faster, easier and more connected, but only 44% of U.S. retailers have a formal connected‑store strategy, signaling a major opportunity for technology that truly links staff, systems and shoppers.
New research reveals a wide but opportunistic gap between technology investment and the experience customers actually desire.
Columbus, Ohio — May 28, 2026 — U.S. retailers are investing heavily in store technology, but many shoppers say they still are not seeing the payoff. New research from x‑hoppers finds that only 52% of consumers say in-store technology makes their experience somewhat or much better, while 48% say it makes no difference or makes the experience worse. The results expose a growing disconnect between technology investment and real-world customer experience but also suggests the next advantage will come from technology that’s truly connected and makes shopping faster and easier, not just more digital.
That disconnect appears to start with strategy. According to the survey, 44% of U.S. retailers are operating without a formal connected-store strategy, even as they continue investing across customer-facing hardware, communications tools, store monitoring, AI, inventory systems and labor technologies. The result is often a store filled with technology, but not a store that feels easier, faster or more helpful in which to shop.
Retailers have made meaningful investments in modernizing the store, but shoppers are telling us something important: technology only earns its place when it actually makes the experience easier. The stores that stand out are not the ones with the most devices or dashboards. They are the ones where teams can respond quickly, stay present with customers and turn technology into a support system rather than another point of friction.
Lyndal Newman
Head of Marketing at x‑hoppers
According to Gartner, worldwide retail technology spending is expected to reach $388 billion by 2026.
The gap between investment and execution shows up most clearly on the sales floor. Nearly eight in 10 retailers, 79%, admit associates must leave the customer’s side to use store systems, and only about one-third say notifications and information “almost always” reach the right person. When frontline teams have to walk away to check stock, find answers or fix systems, customers feel the delay immediately.
Consumers are clear about the consequences, as technology designed to reduce friction can backfire when it is poorly connected to staff workflows:
- 63% of consumers say they get frustrated when they still need employees to fix or override in‑store technology such as self‑checkout
- Nearly half, 48%, say they will leave a store if they wait too long for help
- 50% cite long checkout lines as a top frustration
- 40% say not being able to find a staff member when they need one is a significant source of irritation
Yet the survey from x‑hoppers, the leader in AI‑powered communication for retail, suggests the real issue is not whether retailers are investing, but whether those investments are connected in ways that actually help staff serve customers faster and more consistently. The findings also point to what consumers actually want.
- 67% say it is important that associates can provide instant answers without leaving their side
- 95% say getting help quickly matters to their in‑store experience
- 84% say consistency across locations improves their perception of a brand
For retailers, that makes the connected store less a technology project than an execution challenge: connecting systems, people and information so service feels seamless in the moments that matter most.
There are signs retailers recognize that need. The survey found that 52% of U.S. retailers are already allocating up to 30% of their connected-store budget to frontline communication tools, and 47% say their top desired outcome is increasing conversion and sales. The opportunity now is to make sure those investments reduce friction for both associates and customers, instead of adding more complexity to the store environment.
Every time a customer walks out because they couldn’t get help, that’s a preventable loss. Retailers that treat the connected store as a people-first strategy — not just a tech project — will be the ones who turn those moments into sales instead of missed chances.
Lyndal Newman
Head of Marketing at x‑hoppers
These findings point to a simple conclusion: the primary in‑store challenge is not lack of technology, but the lack of a cohesive connected‑store approach that aligns systems, data and frontline communication. Retailers who bridge that gap can reduce operational friction, keep associates “eyes up” with customers and turn every interaction into an opportunity to strengthen loyalty.
Read the full report here: State of the connected store 2026 report.
Methodology
In partnership with Sago, x‑hoppers commissioned a U.S. retail and consumer research study that took place in late April and early May 2026. The survey collected responses from 1,140 participants, including both retail decision-makers and consumers, to explore priorities, connected‑store strategies, and expectations in tech‑enabled stores. All responses were collected anonymously and are reported in aggregate.
About x-hoppers
x-hoppers is a smart retail communications solution with AI assistance, designed to improve store operations and customer experience. Powered by Wildix, a leading unified communications (UC) vendor with over 20 years of industry experience, x‑hoppers connects store associates to their in-store colleagues and the wider business through a combination of wireless headsets, a mobile app, smart call points and AI‑driven features. With over 500 integrations and powerful built‑in agentic AI, x‑hoppers provides all the tools retailers need to connect teams, train staff faster and serve customers smarter.
