Zebra Retail Shopper Study: man holding shopping bags


Two-thirds of shoppers are satisfied with the overall in-store shopping experience, as retailers become better at meeting the needs of today’s consumers.

However, this leaves one-third of shoppers dissatisfied, according to new research from Zebra Technologies.

The tenth annual Zebra Retail Shopper Study surveyed nearly 7,500 shoppers from Asia-Pacific, Europe, North America, Latin America and the Middle East, revealing the evolving preferences of shoppers.

Zebra Technologies Australia/New Zealand regional director, Tom Christodoulou, told RetailBiz the survey showed what many retailers already know—today’s customer is more informed (and demanding) than ever before.

“At the moment, the power is with the customer because shoppers are able to access more information and buying choices than ever,” he said. “As such, they only respond to a seamless experience across every interaction point with a brand.

“This includes everything from the accuracy of price and inventory on the retailer’s website, to the level of service at their store, as well as the delivery experience and their satisfaction with the final product.”

When it comes to the delivery experience, the study showed customers are demanding more fulfilment options but don’t want to pay.

Two-thirds of respondents said they expect next-day or same-day deliveries, but over a quarter said they were unwilling to pay for shipping.

“Customers may be expecting more, but this is the result of a competitive retail marketplace,” said Christodoulou.

“Retailers today strive to offer cheaper, faster and easier fulfilment options for customers who now regard delivery as part of a retailer’s value proposition.”

Australian retailers improving on omnichannel

Although Australian retailers have lagged when it comes to adopting omnichannel models, Christodoulou said the survey showed local businesses are getting better. This is important as offering fulfilment options like click-and-collect can help bricks-and-mortar retailers survive and even thrive in a competitive market.

“Standalone bricks-and-mortar retailers will suffer if they are not quick in adopting omnichannel models.

“Although previously lagging in this area, Australian retailers are beginning to embrace this approach, especially after Amazon’s entry into the local market.

“Many retailers are recognising just how important it is to connect with customers through multiple channels and touch points, and click-and-collect is the natural progression to encourage customers back into physical stores.”


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