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Two thirds of global store associates believe they can provide better service with tablets

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Store staff of the world unite: most of them want to use tech to make their jobs easier and better
Store staff of the world unite: most of them want to use tech to make their jobs easier and better

Two thirds of store workers around the world have told a survey that if they are equipped with tablets, they could provide better customer service and improve the shopping experience.

Fifty-five percent of surveyed retail store associates agree that their company is understaffed and nearly half (49%) feel overworked. In addition, store associates cite frustration with their inability to assist customers as 42% find they have little time to help shoppers because of pressure to get other tasks completed.

 

A further 28% claim that it’s difficult to get information to help shoppers. Most surveyed retail decision makers (83%) and store associates (74%) concur that shoppers can have a better experience with technology-equipped sales associates.

 

Meanwhile, only 13% of surveyed shoppers completely trust retailers to protect their personal data, the lowest level of trust among 10 different industries. Seventy-three per cent of surveyed shoppers prefer flexibility to control how their personal information is used.

 

“Our study reveals shopper expectations are on the rise,” says Jeff Schmitz, Senior Vice President and Chief Marketing Officer, Zebra Technologies. “While retailers are addressing fulfillment challenges, they also need toprovide a more trusted, personalised shopping experience that gives customers what they want, when, where, and how they want it.”

 

The study 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. Also, more than one-half of retail decision makers (52%) are converting point-of-sale (POS) space to self-checkout, and 62% are transforming it for online order pickup.

 

More than one-half of shoppers (51%) believe they are better connected with their smartphones than store associates. Retailers are investing in edge technologies to combat this gap. Nearly 60% of retailers plan to increase their spend on handheld mobile computers by more than 6%, and more than one-in-five retailers (21%) plan to spend greater than 10% on rugged tablets over the next three years.

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