Tenth Annual Zebra Shopper Survey Reveals One-Half of Millennial Shoppers Better Connected than Retail Associates
November 15 2017 - 8:00AM
Business Wire
Heightened fulfillment requirements transform
expectations as two-thirds of shoppers prefer next-or same-day
delivery
Zebra Technologies Corporation (NASDAQ: ZBRA), the market leader
in rugged mobile computers, barcode scanners and barcode printers
enhanced with software and services to enable real-time enterprise
visibility, today revealed the results of its 2017 Global Shopper
Study, the 10th annual survey analyzing shopper satisfaction and
retail technology trends. The body of research revealed that while
44 percent of surveyed shoppers are still not satisfied with staff
availability and customer service, overall shopper satisfaction has
significantly improved since the study’s inception a decade
ago.
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Zebra's 10th annual shopper study
analyzes shopper satisfaction and retail technology trends.
(Graphic: Business Wire)
While four in 10 shoppers surveyed in Zebra’s tenth annual
retail survey cited being better connected to consumer information
than store associates, more than half believe store associates
armed with the latest technology improve the overall shopping
experience. And although 44 percent of in-store and 53 percent of
online shoppers remain not satisfied with the returns/exchange
process, 62 percent of those surveyed appreciated associates’ use
of handheld mobile devices in-store.
KEY TENTH ANNUAL RETAIL SURVEY FINDINGS
- Rising shopper expectations continue
to outpace retailer in-store technology investments as a majority
of millennial shoppers perceive that they are more connected than
store associates. When asked about how well-connected they are
with consumer information, 53 percent of millennial shoppers
believe they are better connected than store associates - compared
to 32 percent of Gen X shoppers and 15 percent of boomer
shoppers.
- Shoppers want faster delivery, but
many aren’t willing to pay for it. Heightened customer
expectations for delivery are transforming the retail landscape.
While 66 percent of shoppers want next-day or same-day delivery and
37 percent prefer same-day or sooner, 27 percent would not want to
pay for shipping at any speed.
- Retail customers want a variety of
fulfillment options. 80 percent of those surveyed purchase
items in-store and either take them home or ship from store to
home. Shoppers are also taking advantage of other fulfillment
options, such as buy online - ship to home (64 percent), buy online
– pick up in-store (34 percent) and buy online- ship to alternative
location (15 percent).
- The use of tablets in stores is
improving the shopper experience. More than half of surveyed
shoppers believe technology is improving the shopping experience
with 57 percent specifically citing store associates using
tablets.
- Out-of-stocks continue to plague
retailers. When shopping in-store, 70 percent of shoppers have
left without purchasing what they were seeking. However, when it
comes to out-of-stock issues, retailers can recover six in 10
incidents with discounts or alternative fulfillment options, such
as ship to home.
REGIONAL FINDINGS
- Fifty-eight percent of North American
shoppers said they have “show-roomed,” or looked at items in a
store and purchased them online.
- In Europe and the Middle East, 64
percent of shoppers would be willing to purchase more merchandise
if they received better customer service and 52 percent value
retailers who use technology to make the shopping experience more
efficient.
- Nearly one-half (48 percent) of Latin
American shoppers trust sharing personal data with retailers.
Moreover, retailers rank low on the list of institutions that
shoppers trust with personal data.
- In Asia-Pacific, 32 percent of shoppers
would prefer to go to a retail store to pick up items purchased
online or through mobile channels.
- More than half of shoppers in both
Asia-Pacific and Europe are interested in Wi-Fi and location-based
in-store services such as mobile coupons.
SURVEY BACKGROUND AND METHODOLOGY
- Zebra’s 10th annual shopper study
included nearly 7,500 shoppers from North America, Latin America,
Asia-Pacific, Europe and the Middle East who were interviewed in
September 2017 by online research partner Qualtrics.
SUPPORTING QUOTE
Jeff Schmitz, Senior Vice President and Chief Marketing
Officer, Zebra Technologies
“The results of the 2017 Shopper Study indicate consumers around
the world believe that retailers have come a long way over the past
decade to enhance the in-store shopping experience, but shopper
expectations continue to rise at an exponential rate. Retailers
continue to invest in their physical stores; we see this with an
increasing overall store count and growth in convenience and mass
merchant retail. Sales associates armed with the right technology
tools are better equipped to serve customers and increase revenue
by providing the visibility and actionable insight into product
information, inventory and fulfillment options that bring the
online experience into the physical store.”
ABOUT ZEBRA
With the unparalleled operational visibility Zebra (NASDAQ:
ZBRA) provides, enterprises become as smart and connected as the
world we live in. Real-time information – gleaned from visionary
solutions including hardware, software and services – give
organizations the competitive edge they need to simplify
operations, know more about their businesses and customers and
empower their mobile workers to succeed in today’s data-centric
world. For more information, visit www.zebra.com or sign up for our
news alerts. Follow us on LinkedIn, Twitter and Facebook.
ZEBRA and the stylized Zebra head are trademarks of ZIH Corp.,
registered in many jurisdictions worldwide. All other
trademarks are the property of their respective owners. ©2017 ZIH
Corp. and/or its affiliates. All rights reserved.
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Media Contact:Bill AbelsonZebra
Technologies+1-631-738-4751bill.abelson@zebra.comorIndustry
Analyst Contact:Kasia FahmyZebra
Technologies+1-224-306-8654k.fahmy@zebra.com
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