Shoppers are very interested in Wi-Fi and location-based, in-store services such as mobile coupons (51 percent), shopping maps (45 percent) and associate assistance (41 percent).
This is according to an annual Zebra Technologies Global Shopper Study, which polled almost 2,000 shoppers across 12 countries, including the United States, Canada, Singapore, Australia, England, Italy, Spain, France, Germany, China, Japan and Thailand.
The study revealed that more than a third of shoppers (34 percent) believe that with such services, they are better connected to real-time information than in-store associates.
Additionally, half of the polled shoppers (52 percent) said they value retailers who use technology to make their shopping experience more efficient. Meanwhile, 64 percent said they value retailers who possess the flexibility to control how personal information is used to tailor experiences.
Nearly eight in 10 respondents are willing to share some level of information with retailers, but retailers are noted to rank low on the list of institutions that shoppers trust with personal data, with only five percent completely trusting retailers.
Another interesting finding is that 64 percent of shoppers said they would be willing to purchase more merchandise if they received better customer service.
"As online and mobile shopping become more prevalent and accepted worldwide, the importance of the customer experience remains high. Mobile technology helps provide real-time visibility of product availability, flexible delivery and payment options - freeing retailers to focus on the shopper experience and delivering personalised service to customers," said Nick D'Alessio, Global Retail Solutions Development, Zebra Technologies.
Overall, these findings support Zebra's One Store, One Experience campaign, which focuses on brand experience, delivery and fulfilment, loyalty, big data and store mobility, to transform the connected customer experience. With higher customer expectations, retailers acknowledge that the role of technology has never been greater.
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