Shoppers and retailers would welcome technology to improve customer experience: study
Zebra Technologies Corporation, which describes itself as an innovator at the edge of the enterprise with solutions and partners that enable businesses to gain a performance edge, on Monday revealed the results of its 11th annual Global Shopper study, which analysed the attitudes, opinions, and expectations of shoppers, retail associates and retail decision makers.
The results show that two-thirds (66 per cent) of surveyed associates believe that if they are equipped with tablets, they could provide better customer service and improve the shopping experience.
Fifty-five per cent of surveyed retail store associates agree that their company is understaffed, and nearly one half (49 per cent) feel overworked. Store associates cite frustration with their inability to assist customers, with 42 per cent finding they have little time to help shoppers because of pressure to get other tasks completed. Another 28 per cent claim that it’s difficult to get information to help shoppers. Most surveyed retail decision-makers (83 per cent) and store associates (74 per cent) concur that shoppers can have a better experience with technology-equipped sales associates.
Meanwhile, only 13 per cent of surveyed shoppers completely trust retailers to protect their personal data, the lowest level of trust among 10 different industries. Seventy-three per cent of surveyed shoppers prefer flexibility to control how their personal information is used.
“Our study reveals shopper expectations are on the rise,” said Jeff Schmitz, Senior Vice President and Chief Marketing Officer, Zebra Technologies.
“While retailers are addressing fulfillment challenges, they also need to provide a more trusted, personalized shopping experience that gives customers what they want, when, where, and how they want it.”