|Source: Zebra infographic. Nearly two-thirds of Europe and Middle East respondents said customer service affected how much they buy, while nearly a third of Asia Pacific respondents want to pick up their purchases in a physical store.|
- Rising shopper expectations continue to outpace retailer in-store technology investments.
- Retail customers want a variety of fulfillment options.
- More than half of shoppers in Asia Pacific and Europe and the Middle East are interested in Wi-Fi and location-based in-store services such as mobile coupons.
- In Asia Pacific, 32% of shoppers would prefer to go to a retail store to pick up items purchased online or through mobile channels.
Zebra Technologies Corporation, the maker of rugged mobile computers, barcode scanners and barcode printers, has released the 10th edition of its Retail Shopper Study, which analyses shopper satisfaction and retail technology adoption trends. Nearly 7,500 shoppers from North America, Latin America, Asia-Pacific, Europe, and the Middle East were interviewed in September 2017.
According to the study, rising shopper expectations continue to outpace retailer in-store technology investments as 53% of Millennial shoppers perceive that they are more connected than store associates - compared to 32% of Gen X shoppers and 15% of Boomer shoppers. The research also revealed that while 44% of surveyed shoppers are still not satisfied with staff availability and customer service, overall shopper satisfaction has significantly improved since the study’s inception a decade ago.
Retail customers said they wanted a variety of fulfillment options. Eight in 10 of those surveyed purchase items in-store and either take them home or ship from store to home. Shoppers are also taking advantage of other fulfillment options, such as buy online, then ship to home (64%), buy online, then pick up in-store (34%) and buy online, then ship to an alternative location (15%). In Asia Pacific, 32% of shoppers would prefer to go to a retail store to pick up items purchased online or through mobile channels.
The use of tablets in stores is improving the shopper experience. More than half of surveyed shoppers believe technology is improving the shopping experience with 57% specifically citing store associates using tablets.
Out-of-stocks are a retail challenge. When shopping in-store, 70% of shoppers have left without purchasing what they were seeking. However, when it comes to out-of-stock issues, retailers can recover six in 10 incidents with discounts or alternative fulfillment options, such as ship-to-home.
More than half of shoppers in Asia Pacific, as well as in Europe and the Middle East, are interested in Wi-Fi and location-based in-store services such as mobile coupons.
Ryan Goh, VP and GM, Zebra Technologies, Asia Pacific said, “Technology is accelerating the transformation happening in the retail industry in Asia Pacific. Beyond e-commerce, retailers are increasingly recognising the importance of becoming omnichannel. The rising expectations from customers are also driving the technology investment and deployment in the industry."