Zebra Technologies Corporation (NASDAQ: ZBRA), an innovator who works with its solutions and partners to give companies a competitive edge in daily work, today announced the results of its 13th annual Global Shopper Study. This market study is unique in the industry and examines the attitudes and behavior of customers, employees and executives in retail. It also sheds light on current retail and technology trends that are influencing customer buying behavior both in-store and online.
The current edition of Zebra’s annual study shows that customers expect a seamless shopping experience in stores and online shops. Online orders have risen sharply: almost 60 percent of those surveyed have ordered something online in the past three months. The reason for this is the availability of the desired products. Returns are also a big issue: more than a fifth of customers return an item bought online – and 57 percent of salespeople state that these returns pose a significant challenge. Sold out goods are also still a challenge: for 41 percent of customers, this is the main reason for leaving a store without buying anything. Other reasons are long queues at the checkout (32%) and the difficulty in finding desired products (31%) – this is a significant increase compared to last year.
Orders with mobile devices are increasing
Customers currently want practical and fast shopping experiences – and according to decision-makers and employees in retail, this need has increased significantly. During the corona pandemic, customers order online much more frequently and are increasingly using alternative payment solutions. This strong increase in mobile orders with smartphones or tablets supports social distancing in times of Corona in accordance with the applicable regulations. 72 percent of all customers surveyed have already ordered mobile, and 82 percent of customers who have used this option will very likely continue to use it. Millennials (88%) and members of Generation X (79%) ordered mobile products most often. But almost half of baby boomers (47%) also make use of it, and 74 percent of them are likely to continue to use this option in the future. 64 percent of customers believe that more retailers should offer the option of mobile ordering. The pressure of expectations on the retail side is even higher: 90% of decision-makers and 83% of employees in stores assume that customers expect such an offer.
Smart checkout solutions improve the customer experience
Almost half (47%) of the customers surveyed have used self-checkout solutions in the last six months, and more than six in ten (63%) of customers find that such offers provide an improved customer experience. While approval is highest among millennials at 73 percent, 66 percent of Generation X customers and 50 percent of baby boomers also experienced a better shopping experience through self-checkout solutions last year. 86 percent of decision-makers and 71 percent of employees in retail are of the opinion that self-service checkouts improve the customer experience. And almost nine in ten decision-makers and more than seven in ten employees believe that self-checkouts give employees more time for more important tasks and better customer service. At the same time, in their opinion, the hygiene and safety regulations can be better implemented with self-service checkouts.
Security is currently an important part of the shopping experience
Precautions and safety measures help increase consumer and employee confidence. There is currently a very different perception of trust among decision-makers, customers and employees when it comes to health and safety. While around 90 percent of decision-makers believe that customers and employees trust them to implement health and safety guidelines, only 65 percent of customers and 77 percent of employees agree. Almost two thirds (67%) of customers are concerned whether the hygiene measures are sufficient and whether the safe distance from other people in shops can be maintained. 59 percent of customers prefer business with contactless payment options. Seven out of ten employees think apps that help keep their distance and track contacts would enable a better customer experience.
Jeff Schmitz, Senior Vice President and Chief Marketing Officer of Zebra Technologies, said: “Our study shows that customer satisfaction levels in both stores and online shopping have decreased significantly this year. The reasons for this are delivery difficulties, insufficient product variety, online delivery costs, long delivery times and lengthy returns. Retailers recognize that their success depends on improving the shopping experience and that investing in analytics, mobile ordering and smart checkout solutions enables a smoother and better omnichannel experience. ”
Relevant results of the “Global Shopper” study in different regions
Asia-Pacific
Seven out of ten customers (70%) prefer direct delivery of products rather than picking them up in a store.
65 percent of customers want to make contactless payments when shopping in stores.
Europe and the Middle East
More than eight in ten (83%) decision makers say the pandemic has accelerated their mobile device and solution implementation plans. This means that European decision-makers are ahead in an international comparison.
Around three quarters (76%) of customers prefer to buy from online retailers who also have local stores.
South America
87 percent of customers are of the opinion that the use of technology helps retailers to provide a safe, comfortable and convenient shopping experience – this is the highest agreement in an international comparison.
Almost 90 percent of customers have already ordered mobile and intend to continue doing so.
North America
72 percent of retail workers prefer to have set tasks rather than reading reports for their daily work.
More than three in four (77%) decision makers feel pressured to improve their order-processing operations and efficiency to allow for more delivery options and improved lead times.
SURVEY BACKGROUND AND METHODOLOGY
Zebra’s 13th Annual Global Shopper Study surveyed approximately 4,175 customers, 577 retail employees, and 412 retail executives in North America, South America, Asia-Pacific, Europe, and the Middle East. The survey was conducted by Azure Knowledge Corporation in August and September 2020
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