Why Shoppers Are Reluctant To Trust Retailers to Fulfill Orders as Promised

Shoppers expect retailers to prioritize improvements in their labor and supply chain capabilities.
Why Shoppers Are Reluctant To Trust Retailers to Fulfill Orders as Promised

More than half of decision-makers surveyed (55 percent) believe they are completely trusted to fulfill online orders as promised, but only 38 percent of shoppers indicate complete trust in retailers. This entails there is a large trust gap between shoppers and retailers.

Even retail associates are wary of their employers’ capabilities, with only 51 percent completely trusting their employer’s ability to deliver or fulfill customers’ online/mobile orders as promised, according to a report by Zebra Technologies Corporation.

Apparently, to improve this level of trust, retail decision-makers are increasingly embracing solutions that elevate the contributions of front-line staff and improve how inventory is planned and executed in stores and the broader supply chain. 

Also, consumers are returning to stores but not to pre-pandemic shopping behaviors. 

Specifically, though two-thirds of shoppers plan to return to brick-and-mortar locations in the coming months, most (73 percent) want to get in and out of stores quickly, the report further said. 

Moreover, sixty-five percent are still worried about exposure to others, and not as many trust retailers to adhere to health and safety mandates or protocols in stores as they did in 2020. Some shoppers don’t even want to go to a store to make a purchase. 

New Omnichannel Shopping Behaviors Taking Hold 

About one-third of consumers say they use their mobile devices to lookup competitive prices or browse online websites for products during shopping trips. More than 70 percent confirm they have recently left stores without all the items they wanted, with nearly half citing out-of-stocks as the reason for not making an in-store purchase. 

Consequently, 58 percent of shoppers say it’s faster to look up information on their smartphones than ask associates for help, and the majority of associates (64 percent) agree, leaving retailers unaware of when in-store customers are contemplating m-commerce purchases, possibly with competitors, according to the report. 

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