"Only 13% of surveyed shoppers completely trust retailers to protect their personal data": Study

Tell us about the Global Shopper Study conducted by Zebra?

Based on the survey results of approximately 5,000 shoppers, 1,000 retail associates and 500 decision makers from across the world, Zebra’s 2019 Shopper Study reports on the attitudes, opinions, and expectations of shoppers, retail associates, and retail decision makers–across topics of shopper experience, device usage, transformative technologies, delivery and fulfillment, and more–in both areas of in-store and online.  

Its key report takeaways demonstrate how and why today’s retailers must accelerate the pace of change or risk losing sales and market share. In an on-demand world, using technology to improve the online and in-store shopper experience becomes crucial to future success.

What were some of the key findings of the survey?

Some of the key findings of Zebra’s 2019 Shopper Study are as below:

• 66% of surveyed associates believe that they could provide better customer service and improve the shopping experience if they are equipped with tablets.
• 55% of surveyed retail store associates agree that their company is understaffed, and about 49% of them feel overworked.
• 42% of store associates cite frustration with their inability to assist customers and find that they have little time to help shoppers because of pressure to get other tasks completed.
• 28% of store associates claim that it is difficult to get information to help shoppers.
• 83% of surveyed retail decision makers and 74% of store associates concur that shoppers can have a better experience with technology-equipped sales associates.
• Only 13% of surveyed shoppers completely trust retailers to protect their personal data.

What are the biggest implications from the findings?

Some of the biggest implications are that:

• Retailers should consider equipping their store associates with smart devices, as 66% of surveyed associates believe that they can provide better customer service and improve the shopping experience if they are equipped with tablets. This coincides with the finding that up to 83% of surveyed retail decision makers and 74% of store associates concur that shoppers can have a better experience with technology-equipped sales associates. Interestingly, nearly 60% of surveyed retailers plan to increase their spend on handheld mobile computers by more than 6%, and 21% of them plan to spend more than 10% on rugged tablets over the next three years.
• Retailers need to find better ways to increase their business efficiency as up to 55% of surveyed retail store associates agree that their company is understaffed, and about 49% of them feel overworked.

• Retailers need to focus on building up trust by being explicit about how shoppers’ information is being utilized,because only 13% of the surveyed shoppers completely trust retailers to protect their personal data, which is the lowest level of trust among 10 different industries.

Are there any specific findings in the survey?

In addition to the findings as stated in Q2, the survey also identified diverging expectations on the impact of automation between retailers and store associates. Nearly 80% of retail decision makers – compared to 49% of store associates – agree that staff checkout areas are becoming less necessary due to new technologies that can automate checkout. Further, 52% of retail decision makers are converting point-of-sale (POS) space to self-checkout, and 62% are transforming it for online order pickup. In Asia Pacific, up to 49% of retail associates say that mobile point of sale (mPOS) devices help them do their job better.

What can retailers do to satisfy shoppers’ needs?

The study reveals that shopper expectations are on the rise. While retailers are addressing fulfillment challenges, they also need to provide a more trusted, personalized shopping experience that gives customers what they want, where, and how they want it.

However, this has been lacking in Indian retailerswhich has led to a direct impact on their businesses. The lack of convenience is one of the key reasons cited by Indian customers for shiftingto online shopping from offline. Therefore, Indian retailers should consider solutions on this front to meet the expectations of its customers[1].

What are some of the challenges retailers face when deploying new technology?

There can be many challenges faced by retailers when deploying new technology, including;budget availability, change management, the need to demonstrate its return on investment and the integration of the new technology to the existing system. 

How can Zebra help retailers?

Zebra retail solutions help retailers outperform their competition, elevate the customer experience, and strengthen their operations to win. 

• Compete to Win - Zebra enables retailers to know everything about their business, including inventory, customers and other valuable assets. Next-generation analytics allow retailers to make smarter decisions to grow their business, acquire new customers, and gain a competitive advantage. 
• Elevate the Customer Experience - Providing a consistent experience is critical to pleasing shoppers and Zebra can help retailers deliver that experience with mobility, accurate visibility, and intelligence.
• Strengthen Operations – Zebra provides the accurate, real-time visibility into retail operations that provides the foundation necessary for retailers to grow their business.