Lack of associate assistance, self-checkout
lanes, and shelf inventory among rising shopper concerns as
satisfaction dips
Zebra Technologies Corporation (NASDAQ: ZBRA), a leading digital
solution provider enabling businesses to intelligently connect
data, assets, and people, today announced the findings of its 17th
Annual Global Shopper Study. The data shows shoppers aren’t the
only ones who are worried about the impact of theft and crime on
the in-store experience. Eight in 10 retail associates are
concerned about the lack of technology deployed to spot safety
threats or criminal activity.
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Zebra Technologies' 17th Annual Global
Shopper Study reveals how retailers are adapting to evolving
shopper expectations, leveraging technology and tackling key
challenges to create meaningful connections and deliver exceptional
experiences. (Graphic: Zebra)
With most retailers (78%) under high pressure to minimize theft
and loss, they are now investing in technology tools that can help
frontline workers and those watching operations from behind the
scenes. Artificial intelligence (AI) technologies are currently
viewed as the most helpful with loss prevention, closely followed
by cameras, sensors, and RFID. While only 38% of retailers
currently use AI-based prescriptive analytics for loss prevention,
50% say they plan to use it in the next 1-3 years for this purpose.
Over four in 10 retailers say they also plan to use self-checkout
cameras and sensors (45%), computer vision (46%), and RFID tags and
readers (42%) within the next three years, specifically for loss
prevention.
This should come as a relief to shoppers, as 78% say it’s
annoying when products are locked up or secured within cases.
Adding to that frustration is that it’s hard to find an associate
while shopping in stores these days, according to 70% of
consumers.
One in five shoppers who left a store without getting what they
needed say it’s because a retail associate wasn’t available to
help, an increase over the past two years.
Other Issues Contributing to Associate Frustration, Decline
in Shopper Satisfaction
Although consumers are still generally satisfied with their
shopping experience and global consumer spending is holding steady,
fewer shoppers overall are satisfied with their shopping
experiences this year. In 2023, 85% were satisfied with both the
in-store and online experiences. This year, only 81% are satisfied
with the in-store experience and 79% with online shopping.
Shoppers expect retailers to offer easy click-and-collect and
returns options, yet retailers and associates admit challenges with
both. Most retailers also say it’s a struggle to confirm current
inventory and pricing. Plus, with more shoppers returning to
stores, lingering labor shortages and increasing loss incidents are
having a greater impact on service levels. For example:
- 78% of shoppers say self-checkout options improve their
shopping experience, yet 68% of shoppers say self-checkout (SCO)
lanes are lacking, with some reporting they have left a store
without making a purchase because there were no SCO or contactless
payment options.
- 71% of shoppers are concerned about the lack of help associates
can offer, while 82% of associates say it’s even difficult for them
to find help or ask for timely support when needed.
Nearly 90% of retail associates believe they can provide a
better customer experience when they have mobile technology tools
to help simplify real-time communication and prioritize tasks as
well as check prices and inventory. Most retailers agree technology
enables associates to do their jobs better, and as a result, 75% of
retailers say they plan to increase their technology investments in
2025.
“Many retailers are laying the groundwork to build a modern
store experience,” said Matt Guiste, Global Retail Technology
Strategist, Zebra Technologies. “They are investing in mobile and
intelligent automation technologies to help inform operational
decisions and enable associates to do the things that keep shoppers
happy.”
Along with enhancing the customer experience, the study shows
retailers’ top priorities include improving mobile workforce
efficiency and productivity along with inventory management. More
than one-third of them (39%) believe that GenAI will have an
extremely significant impact on inventory management and demand
forecasting. They will also be automating product locating and
item-level RFID (46%), video monitoring (45%), and stock-out alerts
(45%) to give associates and shoppers real-time inventory
visibility, which is a leading profitability driver.
How Retailers Can Recover from the Year-Over-Year Decline in
Shopper Satisfaction
Retailers can exceed shopper expectations, drive profitability
and empower engaged associates if they:
- Get to know their customers. Three-quarters (75%) of
shoppers are more willing to try and buy items when retailers know
their personal preferences and associates make
recommendations.
- Make it easier to find, pay for, and return items and find
item-related information. Shoppers want associates to be
available, and they are driven to retailers who can help them more
easily find or return items.
- Keep shelves stocked. While fewer shoppers are
complaining about out-of-stocks, this remains the top reason why
over half (57%) of shoppers leave a store without items they want,
and more associates (86%) are now struggling with real-time
out-of-stock tracking.
- Protect shoppers without over-indexing on loss
prevention. Most shoppers (71%) are concerned the stores at
which they shop are experiencing high levels of theft and crime.
Like associates, they worry threats can’t be spotted or stopped.
However, 77% of shoppers are also concerned retailers may raise
prices to cover the cost of increasing theft and crime.
- Avoid passing operational costs onto customers. Shoppers
are more price sensitive than ever, with over three-quarters (+75%)
worried inflation will drive up the prices of both everyday
essentials and big-ticket items and force them to reduce overall
spending.
- Give associates more technology. Most associates (85%)
feel strongly that their store needs more associates, and 81% of
retailers agree. Associates also believe stores that leverage
retail technology and mobile devices attract and retain more
associates, and shoppers have a better experience when associates
use the latest technology to assist them.
KEY REGIONAL FINDINGS
Asia Pacific (APAC)
- 80% of decision-makers plan to boost investments in supply
chain, outpacing the global average.
Latin America
- 66% of shoppers leave stores without all the items they need,
the highest of any region.
North America
- More decision-makers (57%) noted an increase in retail shrink
rates in the past 12 months than their counterparts around the
world.
Europe
- Nearly six in 10 retail decision-makers plan to use RFID tags
and sensors in the next five years.
ABOUT THE 17th ANNUAL GLOBAL SHOPPER STUDY
Zebra Technologies commissioned a global research study among
adult shoppers (age 18+), decision-makers, and associates to
analyze the trends and technologies transforming the retail sector.
Administered online by Azure Knowledge Corporation, this year’s
study includes over 4,200 respondents across topics of shopper
experience, device and technology usage, delivery and fulfillment
in store and online. Zebra’s 17th Annual Global Shopper Study
reports on the attitudes, opinions, and expectations shaping the
industry’s future. The series focuses on three key themes: Beyond
Expectations, Driving Profitability, and The Power of Engaged
Associates. To view the entire 17th Annual Global Shopper Study
series, visit zebra.com/shopperstudy.
ABOUT ZEBRA TECHNOLOGIES
Zebra (NASDAQ: ZBRA) helps organizations monitor, anticipate,
and accelerate workflows by empowering their frontline and ensuring
that everyone and everything is visible, connected and fully
optimized. Our award-winning portfolio spans software to
innovations in robotics, machine vision, automation and digital
decisioning, all backed by a +50-year legacy in scanning,
track-and-trace and mobile computing solutions. With an ecosystem
of 10,000 partners across more than 100 countries, Zebra’s
customers include over 80% of the Fortune 500. Newsweek recently
recognized Zebra as one of America’s Most Loved Workplaces and
Greatest Workplaces for Diversity, and we are on Fast Company’s
list of the Best Workplaces for Innovators. Learn more at
www.zebra.com or sign up for news alerts. Follow Zebra’s Your Edge
blog, LinkedIn, X and Facebook, and check out our Story Hub: Zebra
Perspectives.
ZEBRA and the stylized Zebra head are trademarks of Zebra
Technologies Corp., registered in many jurisdictions worldwide. All
other trademarks are the property of their respective owners. ©2024
Zebra Technologies Corp. and/or its affiliates.
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version on businesswire.com: https://www.businesswire.com/news/home/20241113425132/en/
Media Contact: Michael Gilhooly Zebra Technologies
+1-708-814-5281 michael.gilhooly@zebra.com
Industry Analyst Contact: Kasia Fahmy Zebra Technologies
+1-224-306-8654 k.fahmy@zebra.com
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