TOUCHLESS TEMPTATION: HOW GESTURE AND VOICE ARE CHANGING CONSUMER'S SHOPPING BEHAVIOR
- Raffles Jakarta
- Jul 7, 2025
- 3 min read
Updated: Nov 24, 2025
Say Goodbye to Taps, Clicks, and Swipes
Imagine walking into a store where you don't touch anything, but everything responds to you. You wave your hand to view product info, speak out loud to find a different size or nod to confirm payment. Welcome to the era of Touchless Retail Strategy, where gesture and voice are replacing traditional screens, buttons, and checkouts. And no, this isn't science fiction; it's already happening.
Why Is Touchless Marketing Taking Off?
1. Hygiene-Sensitive Shopping: We are in the post-pandemic COVID-19 era, where people are now far more conscious about shared surfaces. Touchless interfaces reduce contact and consumer anxiety. Especially in the fashion, beauty, food, or healthcare retail market, sanitation is now a key value driver.
2. Faster, Frictionless, Future-Proof; No more fumbling with screens or messy kiosks. Voice commands and motion sensors accelerate decision-making and reduce the learning curve for first-time users. The smoother the journey, the higher the conversion.
3. More Inclusive Experiences: Touchless design benefits all users, including those with disabilities, mobility challenges, or low digital literacy. When customers can speak or gesture, shopping becomes more accessible and human-centered.
How It Works: Real-World Examples
Smart Mirrors & Virtual Try-Ons: Brands like Zara, Sephora, and Uniqlo are experimenting with motion-activated mirrors that allow you to "try on" outfits or makeup without physically touching anything. Some even let you change colors with a wave of your hand.
Voice-Activated Shopping: From Amazon Alexa to Google Shopping Voice, voice commerce is gaining ground. Customers can now reorder products, request recommendations, or manage deliveries all hands-free.
Gesture-Controlled Displays: Luxury showrooms and tech-forward pop-ups (like those by Nike or Samsung) are deploying sensors that respond to hand movements. Hover to zoom, swipe in the air, or point to explore deeper details.
Fast Food, No Fingers: Retail Isn't the Only Space Going Touchless. Brands like KFC and McDonald's are testing voice-activated drive-thrus, facial recognition payment, and even hand-gesture ordering in China and Korea.
But Is It Changing Behavior?
Yes, and fast. Studies show that:
Voice commerce is expected to hit $30 billion globally by 2026
Touchless checkout increases perceived speed, safety, and satisfaction
In fashion retail, specifically, combining gesture and AR try-on creates an immersive, gamified experience, turning shopping into an experience rather than just a transaction.
What It Means for Marketers & Brands
Design for Interaction, Not Just Display
Your in-store experience should feel like an interface, not a museum. Think reactively, respondively, and frictionlessly.
Build Voice-Friendly UX
If your product can't be found through voice search or command, you're invisible to the fastest-growing segment of shoppers.
Educate Consumers, Don't Assume
While touchless tech is exciting, it still feels futuristic to many. Guide users clearly and visually to encourage adoption.
Marry Tech with Emotion
Touchless doesn't mean soulless. Combine innovation with storytelling to maintain a strong human connection.
Final Thought: Touch-Free, Not Feel-Free
In the rush toward automation and innovation, one thing remains clear: emotion still sells.
Gestures and voice may change how we shop, but it's still up to brands to shape why we make a purchase.
Learn to Market the Future
At Raffles Jakarta, we prepare tomorrow's fashion marketers and experienced designers for the next retail revolution, from sensory design to innovative branding strategies.
Arman POUREISA
Marketing Manager
Business Management Lecturer
Raffles Jakarta
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