Consumers expect a seamless experience, regardless of how they choose to shop. Therefore, seven out of ten prefer to shop both in physical stores and online, and opt for online stores that also have physical locations.
This is indicated by the 15th annual Global Shopper Study conducted by Zebra Technologies Corporation, which confirms the return of consumers to physical stores, with numbers similar to those before the pandemic, and the growing commitment to self-service solutions.
But although consumers continue to return to stores, almost 75% say they have delayed their purchases due to inflation, and 76% prefer to speed up their time in the store as much as possible. Self-service is therefore their great ally, and about half of shoppers say they have used these solutions, with almost four in ten opting for digital payment methods.
43% of shoppers surveyed prefer to pay with a mobile device or smartphone (23 points more than in 2019) and half prefer self-checkout (19 points more than in 2019).
Most retail stores (77%) believe that traditional checkouts are becoming less necessary, and almost half are adapting their stores by installing self-service and contactless terminals.
Pricing
Consumers are also continuing to use their smartphones while shopping to look for promotions, offers, and coupons, highlighting the current focus on prices. In fact, 68% are concerned about having to cut back on spending to make ends meet.
But convenience is paramount: 75% of consumers prefer to receive items at home, and 64% opt for stores that offer the possibility of purchasing products in-store or at a collection point. For this reason, almost half of the stores are providing space for order collection. The same applies to reverse logistics: eight out of ten shoppers prefer stores that offer facilities for returning products.
Mobile sales also continue to increase, with more than eight in ten shoppers and nine in ten Millennials using them. 70% of both groups would like this option to be offered in small businesses.
“ Consumers don’t see channels, they see shopping experiences ,” says Matthew Guiste, Retail Industry Lead at Zebra Technologies. “ Siloed omnichannel shopping is outdated for today’s consumers. A unified approach can help stores better serve shoppers wherever they shop – online, in-store, on social media, via mobile devices – and improve their overall experience .”
Stocks
Although almost eight out of ten shoppers are concerned about rising raw material prices, it is not a determining factor in their purchasing decisions. Small retailers say their biggest concern is stock shortages. 76% of consumers leave the store without the items they wanted to buy, and 49% blame the lack of stock.
Stores are well aware of this, with 80% acknowledging that being aware of product stock in real time is a challenge. To improve, stores need inventory management tools that help them achieve greater accuracy and availability.
Seven out of ten consumers are satisfied with the help provided by store employees, compared to only 37% who said the same in 2007. All agree that a better shopping experience will be offered when the latest technologies are available.
But that's not the only advantage, especially given the labor shortage: the majority of employees surveyed (78%) and decision-makers (84%) believe that stores that leverage technology and mobile devices attract and retain talent better.
To further improve the shopping experience, eight out of ten retailers expect to better train their employees to assist customers and pick up/deliver online orders during the upcoming Christmas season.
“ After 15 years of studying consumers, employees, and stores, one constant is clear: retail is always changing ,” adds Matthew Guiste. “ Expectations, experiences, and behaviors continue to evolve at an ever-increasing pace. Only when technology and people come together, both in vision for the future and in the ability to execute, can stores deliver the experiences they want. Retail is at a point where technology is not just a 'want' or a good alternative, but a necessity .”
