Service robots in retail: how they are accepted and used

In times of increasing automation and digitalization, service robots are no longer a vision of the future, but are already in use in retail, gastronomy, healthcare and entertainment. But how should these robots be designed and how should they communicate so that they are quickly accepted and used by customers?

What criteria should a retailer use to select a service robot? Functionality, quality and price are of course the top priorities. But how does the communication behavior of a robot influence customer acceptance? And which design features promote interaction between man and machine? Two recent studies provide concrete answers to these questions and practical impulses for retailers.

The communication style of service robots was examined in a comprehensive study. The study analyzed how different types of interaction – socially oriented vs. task-oriented – affect the attitude and behavior of consumers.

Key findings:

• Socially oriented robot communication (e.g. friendly, empathetic, with small talk) leads to a greater willingness to use the robot again than purely factual, task-oriented communication.
• Positive emotions such as sympathy, trust and joy are key, as they give users the feeling of being well looked after – similar to a service experience with a human.
• Especially in hedonic usage contexts (e.g. entertainment, shopping), a social communication style is more effective than in utilitarian contexts such as functional service.

• Robots that communicate in a warm, friendly and professional manner promote satisfaction, loyalty and recommendations.

Practical tip for retailers: Invest in the social-communicative design of your service robots. Voice modules with empathetic formulations, friendly voices and non-verbal communication, for example in the form of eye contact or gestures, can strengthen the emotional bond – especially in consultation or experience-oriented settings.

The design of a robot, in particular gender-perceived characteristics, also influences the reaction of consumers. A study by the Penn State School of Hospitality Management on the gender characteristics of service robots and their influence on customer decisions shows:

• Robots perceived as male have a particularly convincing effect on women with a low sense of power. For customers with a high sense of power, on the other hand, the gender of the robot hardly plays a role.
• Cute design elements such as large eyes or round shapes counteract gender-specific perceptions and promote broader acceptance.

Practical tip for retailers: Make a conscious effort to create an appealing, inclusive robot design. Cute, “neutral” robots are more appealing and can break down barriers in customer interaction. However, if you want to address specific target groups, a differentiated gender design in personal customer service can also be useful. “Upselling and upgrading are all about persuasion, and the results of our study suggest that robots with masculine features could be effective at this,” advises research member Lavi Peng based on the findings.

Service robots are not only measured by their functionality, but also by how human they appear and how efficiently they perform their tasks in interaction with humans. Anyone aiming for long-term customer loyalty should not rely on technology alone, but also on emotionally intelligent design – both in terms of communication and design. Robots that are friendly, social and visually appealing have the best chance of becoming genuine service partners in retail.