Source: Zebra infographic. Almost two-thirds of shoppers surveyed in Europe and the Middle East stated that customer service directly impacts their purchasing decisions. Meanwhile, nearly a third of Asia Pacific respondents prefer collecting online purchases from a physical store.
- Consumers are setting higher expectations for their shopping experience, while retailers lag in matching these expectations with their in-store technology investments.
- Retail customers desire a wide array of options for receiving their purchases.
- Over half of the shoppers in the Asia Pacific region, Europe, and the Middle East show interest in in-store services such as mobile coupons and those utilizing Wi-Fi and location-based technology.
- In the Asia Pacific region, 32% of shoppers favor collecting their online or mobile purchases from a physical store.
Zebra Technologies Corporation, a leading provider of mobile computers, barcode scanners, and barcode printers, recently published the 10th edition of their Retail Shopper Study. This study examines shopper satisfaction trends and the adoption of technology in retail settings. Conducted in September 2017, the study surveyed approximately 7,500 shoppers across North America, Latin America, Asia-Pacific, Europe, and the Middle East.
The study suggests that retailers are struggling to match their in-store technology to the escalating expectations of their shoppers. This is highlighted by the fact that 53% of Millennial shoppers believe they are more technologically connected than store employees, compared to 32% of Gen X and 15% of Baby Boomer shoppers. Interestingly, while 44% of surveyed shoppers express ongoing dissatisfaction with staff availability and customer service, the study indicates a significant improvement in overall shopper satisfaction over the past decade.
Retail customers clearly expressed their desire for diverse fulfillment options. Eight out of ten respondents confirmed purchasing items in-store, either taking them home directly or opting for store-to-home shipping. Shoppers are also embracing other fulfillment methods like buy online, ship to home (64%), buy online, pick up in-store (34%), and buy online, ship to an alternative location (15%). Notably, 32% of Asia Pacific shoppers prefer in-store pickup for their online and mobile purchases.
The integration of tablets within the retail environment is enhancing the shopper experience. More than half of the surveyed shoppers believe that technology, particularly the use of tablets by store associates, is improving their shopping experience, with 57% specifically mentioning this.
Out-of-stock situations continue to pose a challenge for retailers. 70% of in-store shoppers have, at some point, left a store without purchasing their intended items due to unavailability. However, retailers are finding ways to recover from six out of ten out-of-stock instances by offering discounts or alternative fulfillment options such as ship-to-home. More than half of shoppers in the Asia Pacific, Europe, and the Middle East are interested in Wi-Fi and location-based services within stores, like mobile coupons.
Ryan Goh, VP and GM of Zebra Technologies, Asia Pacific, emphasizes the rapid technological transformation of the Asia Pacific retail sector. He notes that beyond e-commerce, retailers increasingly recognize the need to embrace an omnichannel approach. Goh highlights that rising customer expectations are driving technology investment and implementation in the industry.
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