High street stores should start allowing shoppers to pay for goods using biometric technology, according to a new report.
In a survey of more than 2,500 UK consumers, Worldpay found that 63% want the option of scanning a body part to authorise payments in store.
More than two thirds (69%) of those polled would be willing to use fingerprint scanning at the point of sale.
Nearly a quarter (24%) would be happy to have their face scanned and consumers would also consider using their iris (33%) or voice (18%) to identify themselves.
James Frost, Worldpay’s UK chief marketing officer, said: “Today’s digitally-driven consumers want the way they shop to be consistent across every channel, including how they identify themselves when making a payment.
“As biometric identification increasingly becomes a standard across smartphone devices, the combination of these two technologies is starting to win the battle for hearts and minds when it comes to simplicity, convenience, and seamlessness across all channels.”
Worldpay said its research suggests consumers are looking for a similar experience in-store as they get when shopping online.
This means retailers face the tricky task of giving shoppers a personalised experience while making things as quick and convenient as possible.
The poll shows that consumers want stores to offer options like click and collect in-store, but 76% will abandon a purchase if they find they are going to be charged for this service.
Consumers also say they would be happy to get targeted offers sent to their phones while browsing in a shop, but would be put off by receiving more than one per visit.
One way of reducing queues would be for staff to take payments directly on the shop floor using a tablet.
Worldpay says this approach is popular among consumers but only 31% have seen this happen in-store.
“Today’s consumers are arguably more demanding of retailers than at any time in the past,” said Mr Frost.
“As technology continues to evolve, the pressure on retailers to deliver a consistent, personalised and convenient experience across every channel, will only increase.
“Stores need to find a way to reconnect with consumers. That means deploying technologies which remove bottle-necks, particularly at the point of sale, and freeing staff to get out from behind the till and talk to customers on the shop floor.
“Retailers that will flourish will be those that strike a balance between personalised service, and seamless convenience.”