In-store shoppers very interested in location-based services: Survey

  • Most popular are mobile coupons (51%) and shopping maps (45%)
  • 52% value retailers who use tech to make shopping experience more efficient
In-store shoppers very interested in location-based services: Survey

SHOPPERS are very interested in WiFi and location-based, in-store services such as mobile coupons (51%), shopping maps (45%), and associate assistance (41%), according to the eighth annual Global Shopper Study by Zebra Technologies Corp.
The study also identified that more than one-third of shoppers (34%) believe they are better connected to real-time information than in-store associates, the company said in a statement.
Meanwhile, 64% of shoppers would be willing to purchase more merchandise if they received better customer service and over one-half (52%) value retailers who use technology to make the shopping experience more efficient.
Nearly 2,000 shoppers were surveyed in Australia, Canada, China, England, France, Germany, Italy, Japan, Singapore, Spain, Thailand and the United States. The survey was conducted by Research Now in the first quarter of 2015.
The survey was designed to explore the experiences and attitudes toward the use of in-store technologies to enhance customer satisfaction.
“As online and mobile shopping become more prevalent and accepted worldwide, the importance of the customer experience remains high – as noted by the majority of respondents who would buy more merchandise from retailers they believe provide better customer service,” said Nick D’Alessio, Global Retail Solutions Development, Zebra Technologies.
“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,” he added.
Other findings (click infographic below to enlarge):

  • More than three-quarters (76%) of shoppers feel positive about shopping in stores and nearly one-half think that technology solutions are helping retailers enable and improve their shopping experience.
  • 52% of shoppers ‘showroomed’ or looked at items in-store but purchased them online.
  • More than three in 10 shoppers would prefer to go to a retail store to pick up items purchased via online or mobile channels.
  • Retailers can recover 66% of out-of-stock incidents by offering shoppers an immediate discount.
  • Nearly eight in 10 respondents are willing to share some level of information with retailers. But, retailers rank low on the list of institutions that shoppers trust with personal data as only 5% reported they completely trusted retailers.
  • 64% of shoppers value retailers who give the flexibility to control how personal information is used to tailor experiences.
In-store shoppers very interested in location-based services: Survey

Zebra said these findings support its 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.
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