EBay research shows multichannel technology is where UK retailers both see the future of retail and feel they are under-investing.

Facial recognition, fingerprint authentication, virtual mirrors, connected glass – the technology that your imagination conjures when you think of the future of retail is already starting to appear on the high street.

But the launches of new connected devices are accelerating shoppers’ desires for digital experiences at a pace retailers are struggling to keep up with.

The high street risks missing out on a significant opportunity while investment in technology has to fight for its place in a challenging retail environment. The majority of sales still happen in-store, but the most successful retailers are starting to integrate connected tech into their physical shops as part of their omnichannel strategies to give shoppers a more seamless experience.

New research by eBay found that two thirds of the UK’s biggest high street retailers say they are under-investing in multichannel technology, despite almost all of them citing it as a significant factor in the long-term growth of their business.

According to the retailers we spoke to, some of the main barriers to increasing investment are a staff skills gap, justifying a return, and knowing what technologies to back.

The skills gap can be addressed through appropriate training programmes, and while traditional return on investment and sales metrics are difficult to apply to emerging technologies, most retailers are already convinced of their value as sales drivers. But knowing what technologies to back is a bigger challenge.

Our research among retailers and shoppers reveals a clear gap between the technology retailers are prioritising and what shoppers actually want. For example, when compared with the shopper demand, only a small minority of retailers are investing in 3D printing or integrations with wearables, or have plans to do so in the near future.

Where retailers are meeting the shopper need, the benefit is clear to see. The number of click-and-collect services on offer has grown hugely in the past few years, largely driven by customer demand and the increased footfall and additional sales those services bring to the high street.

To be able to separate the future from the fads retailers need to look at connected technology as part of their broader omnichannel strategies.

Understanding how customers use each channel and applying the learning to in-store technology will help retailers to determine what their customers want.

The opportunity in connected technology is clear. If it is embraced, the high street of the future could be closer than we think.

  • Valerie Nygaard is senior director of user experience, eBay