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Home Industry Verticals Retail & Wholesale

Consumers driving the digitization of retail experience

FutureCIO Editors by FutureCIO Editors
April 28, 2021
Photo by Negative Space from Pexels

Photo by Negative Space from Pexels

Zebra Technologies’ 13th annual Global Shopper Study found shoppers expect a seamless experience between stores and online and are increasingly placing orders online because of desired product availability.

This has resulted in a surge of ecommerce orders with nearly 60% placing an order in the last three months. With more than one-fifth of shoppers returning an item purchased online, 57% of store associates are feeling significantly challenged by these returns.

Out-of-stocks remain a challenge with 41% of shoppers acknowledging this is the top reason for leaving stores without a purchase. This is followed by long checkout lines (32%) and an inability to find items (31%) both representing a marked increase from last year.

Growth in mobile ordering

Retail decision-makers and store associates have seen a dramatic increase in the need for convenience and efficiency as the pandemic has catapulted shoppers’ usage and affinity for mobile ordering and smart-checkout solutions.

Mobile ordering – from smartphones and tablets – has experienced tremendous growth and been instrumental in helping maintain social distancing and adherence to local guidelines. Seventy-two per cent of shoppers used mobile ordering and 82% of those shoppers are highly likely to continue using it.

Millennials (88%) and Gen X (79%) shoppers were the primary users of mobile ordering while 47% of Boomers used it too, and 74% of them are likely to continue using it in the future. Sixty-four per cent of shoppers believe more retailers need to offer mobile ordering while majority of decision-makers (90%) and store associates (83%) agree mobile ordering would help meet customer expectations.

Smart-checkout leads to better experience

Forty-seven per cent of surveyed shoppers have interacted with self-checkouts in the last six months and 63% of shoppers agree self-checkout solutions provide an improved customer experience.

While agreement is highest among Millennials at 73%, 66% of Gen X shoppers and 50% of Boomers have also realized an improved customer experience from self-checkout solutions in the last year.

Meanwhile, 86% of retail decision-makers and 71% of store associates agree self-checkouts improve the customer experience. Almost nine-in-10 decision-makers and more than seven-in-10 associates believe self-checkouts freed employees up to do higher priority tasks and better serve customers while helping meet health and safety mandates and protocols.

Safety now part of in-store experience

Consumer and associate confidence can be increased when precautions or safety measures are put into place. There is a sizable trust gap between retail decision-makers, shoppers and associates when it comes to health and safety.

While approximately 90% of decision-makers think shoppers and associates trust them to make health and safety a priority, only 65% of shoppers and 77% of associates agree. Sixty-seven per cent of shoppers are concerned with surface sanitation or social exposure in stores, and 59% of shoppers prefer stores with contactless payment options. Seven-in-10 associates say social distancing/contact tracing apps would allow them to provide a better customer experience.

“Retailers in Southeast Asia are aware that success relies on improving the shopper experience. To provide a more seamless and satisfying omnichannel experience, these retailers must invest in analytics, mobile ordering, smart checkout, and other retail technology solutions that can enhance efficiency and accuracy,” said Fang-How Lim, regional director for Southeast Asia, Zebra Technologies.

Related:  Getting more from your business card
Tags: Customer experienceecommerceZebra Technologies
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