1、From evolving consumer behaviors to technology,industry and global trends,a state of perpetual disruption influences shoppers new expectations and drives innovation in the retail sector.The World Has ChangedHave Retailers?A Decisive Moment in Retail Transformation15th Annual Global Shopper StudyTabl

2、e of ContentsOverviewThe Next Norm:Unified Commerce2Market Watch:Retail Transformation by the Numbers3Through the Years:Key Events That Shaped the Retail World4Human AspectConnecting With Shoppers 5Manned Checkouts Are Checking Out6Retail Associates Are Becoming Knowledge Workers7Retail ShiftsHow Te

3、ch Enhances the Shopper Experience8Supply Chain Challenges Persist 9Disconnected Viewpoints10PerspectivesWhats in Store:A Look Ahead11Regional Findings12Key Takeaways13The Next Norm:Unified CommerceConnecting With Shoppers How Tech Enhances the Shopper Experience Whats in Store:A Look Ahead02050811A

4、bout the StudyZebra Technologies commissioned a global research study among shoppers,decision-makers and retail associates to analyze the shopper experience,device and technology usage,delivery and fulfillment both in-store and online.The study included 4,200 respondents across 13 countries in North

5、 America,Latin America,Europe and Asia-Pacific.All data was collected and tabulated by Azure Knowledge Corporation.The World Has ChangedHave Retailers?I Global Shopper Study1OverviewHuman AspectRetail ShiftsPerspectivesare increasing the speed and convenience of fulfillment options,preparing to meet

6、 increased in-store and online traffic.of decision-makers85%Shoppers Embrace Blended Channel ExperiencesShoppers continue choosing online or in-store for the same reasonsavailability,selection and price.They prefer retailers that offer easy returns(80%),allow them to get in and out of a store quickl

7、y(76%),and offer order delivery to home(75%).They are also taking advantage of alternative pickup and delivery options:34%of shoppers have opted for buy online,pick up in store(BOPIS),or buy in store and ship to home,with about 90%saying they will likely continue to use these services.Shopper Behavi

8、ors Shift Into New Habits and PreferencesOld habits die hard,but post-pandemic,new habits have staying power.After several years of accelerated growth of e-commerce and newer technologies like contactless payment,shoppers now expect a seamless experience however they shop.Retailers need to get ahead

9、,or at least catch up.While they wrangle with labor shortages,supply chain challenges and the economy,retailers must also work to bridge ongoing disconnects with shoppers and associates.Associates Are EverythingAssociates are the bridge between retailers and shoppers and play a pivotal role in ensur

10、ing shopper expectations are met.However,retailers are struggling to hire and retain workers in a competitive hiring market.Most associates(78%)and decision-makers(84%)believe technology is an asset in attracting,training and retaining extraordinary workers.Managing Market ForcesFrom supply-chain is

11、sues in the news and empty shelves in stores,consumers are keenly aware of the challenges many retailers face.Nevertheless,they are still frustrated by inventory issues,and 76%of global decision-makers are feeling the pressure to minimize out-of-stocks.And 82%agree theyve increased their focus on su

12、pply-chain operations.Investing in Innovation Retailers are doubling down on tech investments to keep pace with consumers:82%of decision-makers surveyed plan to increase tech investments over the next three years.They are also preparing to evolve brick-and-mortar store designs:45%are planning to con

13、vert more cash register space to self-checkout,and 43%are converting space for contactless checkout.The Next Norm:Unified CommerceAs customers return to levels of pre-pandemic shopping in stores,retailers need to accommodate rising expectations for convenience,fulfillment,frictionless experiences,an

14、d price sensitivity.The World Has ChangedHave Retailers?I Global Shopper StudyHuman AspectRetail ShiftsPerspectives2OverviewMarket Watch:Retail Transformation by the NumbersShoppers are back in stores with heightened expectations as retailers wrangle tight labor markets,supply chain shortages and in

15、flation.Increase automationImprove inventory management(real-time visibility,out-of-stocks,cycle counts,shrink and fraud visibility)Become more sustainable123are concerned about items out-of-stock(+9 pp YoY)are concerned about price increases on essentialscite out-of-stock complaintsreport maintaini

16、ng real-time visibility of out-of-stocks is a significant challengefeel more valued by employers when provided with tech tools that help them work left a store without the item they wanted(49%because it was out of stock)say inflation has caused them to delay purchasesreport little time to help custo

17、mers(+10 pp YoY)say they need better inventory management tools for availability66%79%43%80%78%76%72%42%79%Top priorities when investing in retail technology Over three-quarters of shoppers(76%)say theyre visiting physical stores as they did before the pandemic,but 68%say theyre concerned about redu

18、cing spending to make ends meet.Shoppers PerspectivesAcknowledging inventory management issues:Decision-Makers ActionsAssociates Observations67%of associates are increasingly concerned that shoppers are more connected to information than they are(+8 pp YoY).Shoppers are frustrated by supply chain is

19、suesEmpowered by technologyMeasuring their biggest frustrations1Inflation concerns have an impact on spending1.Associates in customer service/in-store sales roles.The World Has ChangedHave Retailers?I Global Shopper StudyHuman AspectRetail ShiftsPerspectives3OverviewTechnology Changes the GameThe In

20、ternet ExplodesE-commerce Sales SkyrocketSocial Media Takes OffA new tech boom kicked off with the release of the first-generation iPhone.Internet users in China increased significantly,setting up to surpass the United States,Japan and South Korea within a year.2E-commerce sales in 2007 totaled$175

21、billion,3 compared to an estimated$5 trillion in 2022 and a projected$6 trillion in 2024.4Facebook and Twitter both went global,bringing millions of new users within the year.Through the Years:Key Events That Shaped the Retail WorldThe world is dramatically different today than when the shopper stud

22、y began in 2007.2.The New York Times,“China Surpasses U.S.in Number of Internet Users,”July 26,2008.https:/ Commerce 360,“2007 Online retail sales hit$175 billon,Forrester Research says,”Jan 28,2008.https:/ of Ecommerce,”2022.https:/ Only 37%of shoppers satisfied with associates2008 50%of shoppers u

23、nable to find an item;34%due to out-of-stock2009 Over 50%of consumers use mobile phones for in-store shopping2010 55%of retailers agree shoppers are better connected to information than associates2011 67%of shoppers say in-store experience is better with retailers using the latest technology2013 Nea

24、rly 50%of consumers believe they are more informed than store associates2014 Shopper satisfaction up 23%since 20082015 Over 50%of in-store shoppers interested in location-based services2016 Seven in 10 retailers to invest in Internet of Things(IoT)2017 One-half of Millennial shoppers think they are

25、better connected than associates2012 61%of retailers report consumers are better informed than associates2018Two-thirds of retail store associates believe they can provide better customer service with technology201975%of Millennials abandon in-store purchases,led by out-of-stocks2020COVID-19 acceler

26、ates technology spending for six in 10 surveyed retailers2021Only four in 10 shoppers completely trust retailers to fulfill orders as promised2022Self-serve drives improved satisfaction with associates for seven in 10 shoppersThe World Has ChangedHave Retailers?I Global Shopper StudyHuman AspectReta

27、il ShiftsPerspectives4OverviewMost consumers increasingly blend e-commerce and in-store,with seven in 10 saying they prefer shopping with online retailers who also have brick-and-mortar locations.More fulfillment optionsfrom buy-online-pick-up-in-store(BOPIS)and click-and-collect to curbside pick-up

28、 or ship-to-homemean more work for retailers with increased picking,staging,delivery and return solutions required to meet shopper habits and expectations.While the reality of simultaneously operating separate fulfillment channels is complex for retailers,most consumers have a simple view:They see o

29、nline and in-store as two sides of one retail experience and bring similar expectations to both.Over three-quarters of shoppers are satisfied with the shopping experienceboth in-store and online.Satisfaction with online shopping trends down with age,with digital-native Millennials and Gen Xers both

30、slightly more satisfied than the global average.Comfort with everyday consumer technology likely influences their experiences.As further confirmation of a blended approach to shopping,mobile ordering continues to increase,with 82%of all consumers surveyed having used it.Understanding Unified Commerc

31、eDecision-makers recognize that seamlessly blending online and in-store shopping experiences is critical to winning in retail now and sustaining success ahead.The most forward-thinking merchants are moving toward unified commerce.Unlike omnichannel,which appears connected to the consumer but is silo

32、ed on the backend infrastructure,unified commerce connects in-store and online systems with a single platform to seamlessly deliver the singular channel experience shoppers expect now.Shoppers Will Pay for Faster,Flexible Fulfillment.Can Retailers Deliver?are willing to pay for direct-to-home delive

33、ry (+13 pp since 2019)89%73%are likely to make a minimum purchase amount in exchange for free deliveryare likely to pick up a purchase in exchange for a discount or cash69%Global Shoppers SatisfactionMobile Shopping by GenerationOnline Shopping76%In-Store Shopping78%Gen X87%Boomers65%MillennialsTop

34、Five Changes Driving the Future of Store Operation,According to Decision-MakersFacilitating mobile orderingShifting to online salesBuying/reserving online and picking up in storeEquipping associates with mobile technology at scaleReturning online purchases in store1234592%Connecting With ShoppersThe

35、 modern store is playing a new role,and retailers are under pressure to keep up.The World Has ChangedHave Retailers?I Global Shopper StudyOverviewRetail ShiftsPerspectives5Human AspectAnywhere Convenience“Frictionless”checkout is the name of the game today as shopper interaction with retail technolo

36、gy continues to increase.Nearly half of shoppers used self-checkouts,about one-third picked up orders inside,and almost four in 10 used cashless payment methods.Traditional registers staffed by associates saw some of the biggest declines(-20pp since 2019),as only 55%of shoppers preferred this method

37、 of purchase.Many decision-makers see manned registers becoming less necessary.Shoppers Take a Do-It-Yourself ApproachOnce shoppers experience self-service technology,their affinity and likelihood to keep using these solutions grow.Retailers are reaping the benefits by shifting associates to higher-

38、value tasks,namely assisting customers.Self-checkout improves the customer experience and generates a solid return on investment for decision-makers.Retailers are expected to continue riding this wave,with a solid 45%(+5 pp YoY)of decision-makers reporting they plan to convert cash register space to

39、 self-checkout.Decision-Makers and Associates Agree Self-Checkout Is a Net PositiveImproves customer experienceAgree investments are paying offFrees associates to do higher-priority tasks and better serve shoppersAssociates81%82%83%Decision-makers82%85%81%of shoppers prefer stores that offer contact

40、less payment optionsof shoppers prefer being able to check out anywhere in the storeHighest among Millennials at 71%Highest in Latin America at 68%64%64%Convenience CountsManned Checkouts Are Checking OutRetailers invest in more self-service technology as consumers increasingly use in-store solution

41、s.A personal shopping device provided by the store91%Mobile cashless payment 91%Self-checkouts89%Shoppers Are Using Self-Service SolutionsThe World Has ChangedHave Retailers?I Global Shopper StudyOverviewRetail ShiftsPerspectives6Human Aspectmaintaining profit margins while meeting workforce expecta

42、tions for salary and benefitsupskilling or reskilling current store staffhiring and retaining qualified store staffprefer to manage their own schedule via mobile device or appprefer automatically prescribed tasks for managing their dayTechnology can transform associates into empowered knowledge work

43、ers,redefining customer and employee experiences.About 80%of associates agree stores that leverage technology and mobile devices attract and retain more workers.While pay and benefits are the leading factors in workforce retention(55%),work-life balance and flexibility(52%)and opportunities for upsk

44、illing or career advancement(45%)are close behind.Many retail decision-makers say they are struggling to meet the expectations of todays workforce.However,eight in 10 say leveraging technology and mobile devices attracts and retains more store associates.Employers PerspectivesAssociates Perspectives

45、Associates understand the power of analytics and other enterprise solutions to allow for better management of work-life,as it can optimize scheduling and allow for more seamless task management.Retailers labor-related challengesAssociates want more control and believe mobile devices can improve thei

46、r autonomy77%76%75%77%76%Most agree that associates enabled with the latest technology help provide a better customer experience:66%Shoppers79%Associates85%Decision-makersof decision-makersof associates are concerned that shoppers have better access to information than store employeesand67%78%Balanc

47、e of TechnologyRetail Associates Are Becoming Knowledge WorkersAssociates are the key to shopper satisfaction,especially with the power of technology in their hands.The World Has ChangedHave Retailers?I Global Shopper StudyOverviewRetail ShiftsPerspectives7Human AspectTech is a must for any retail b

48、usiness seeking to align with how their current and future customers shop.Both shoppers(76%)and associates(84%)expect the retail environment to be just as technologically advanced as their everyday lives,and decision-makers know just how important technology can be for generating positive customer s

49、entiment and increasing workforce retention.The benefit of technology ripples throughout a retail organization,creating a more positive experience for shoppers and associates and helping to generate a positive ROI for decision-makers.For example,self-checkout and mobile checkout deliver the speed an

50、d convenience customers expect and give associates more time on the floor with customers.By the same token,over eight in 10 associates say more inventory visibility would be beneficial,helping speed up in-store fulfillment and ensure more shoppers leave the store with the items they wanted to purcha

51、se.Device investments are brought to life with software solutions that apply automation,machine learning and artificial intelligence to functions like workforce and inventory management,bringing retailers into the next generation.Decision-Makers Device Deployment PlansHow Decision-Makers Are Priorit

52、izing Technology DeploymentReal-Time Inventory VisibilityRFID Tags and ReadersCobots/Robots/Intelligent Automation SolutionsArtificial Intelligence/Machine LearningTask Management SoftwareWorkforce Management SoftwareBy 2023By 2027By 2023By 202796%76%95%70%95%67%96%71%97%81%97%76%Self-Checkout Lane/

53、Kiosk94%74%Mobile Point of Sale97%77%Self-Scan With Store Device97%77%Handheld Mobile Computers With Scanners96%75%How Tech Enhances the Shopper ExperienceSavvy shoppers likely recognize when retailers are laggards to tech adoption.The World Has ChangedHave Retailers?I Global Shopper StudyOverviewHu

54、man AspectPerspectives8Retail ShiftsSupply Chain Challenges Persist Supply chain shortfalls,panic buying,factory shutdowns,bottlenecks and more.Many retailers have reported declining profits as theyve slashed prices on inventory that was in high demand during the pandemic,then sat on shelves and in

55、warehouses.In fact,the length of time general and specialty retailers held stock before it turned into sales increased from 57.4 days in 2021 to 63.7 days in 2022.Meanwhile,global disruptions have created issues at the manufacturing and distribution levels that have made it harder for retailers of a

56、ll sizes to keep essentials on store shelves.As supply chain issues compound,retailers must protect profit margins while ensuring customers can buy everything they need.Solving the supply chain problem is far from simple,but the priority is on minimizing out-of-stocks.Among shoppers who left a store

57、 without the items they wanted,nearly half said it was because an item they were looking for was not in stocka 26%increase since 2019.676%(+5 pp YoY)of shoppers are leaving stores without items they want.Many shoppers visit a retailers website or mobile app before visiting the store to help them bet

58、ter plan their shopping trip and minimize disappointment once in store.Retail Decision-Makers Are Feeling the PressureShoppers Are Leaving Stores Empty-Handed 80%79%43%say maintaining real-time visibility of out-of-stocks is a significant challenge 80%Millennials76%Gen X71%Boomerssay their company n

59、eeds better inventory management tools for accuracy and availability are investing in safety stock or overbuying to get ahead of out-of-stocksDecision-Makers Plan To Invest To Combat Supply Chain Issues81%IT staffingsupply chain logisticsinventory visibility 75%75%5.Wall Street Journal,“Retailers Fa

60、ce Pressure to Offer Discounts While Battling Inflation,”September 23,2022.https:/ 6.2019 press release,shoppers left store without making purchase due to OOS.https:/ Warehousing Vision Study,Dynamic Markets Demand Warehouse Agility,Zebra Technologies,2022.https:/ inventory32%placed an order for pic

61、kup inside the storelooked for competitive pricing,sales and coupons50%NearlyThe World Has ChangedHave Retailers?I Global Shopper StudyOverviewHuman AspectPerspectives9Retail ShiftsSaving a SaleShoppers are growing accustomed to alternative methods of getting out-of-stock items.As a first choice,sho

62、ppers want to buy an out-of-stock item while in the store and have it delivered.Associates,however,are most likely to send the customer to pick up the item at another store location,if possible.Shoppers want more mobile ordering and more incentives from associates to complete their purchases while i

63、n-store.Associates reported ability to fulfill these needs is less than ideal.Convenience rules shopper satisfaction.And while shopper satisfaction is positive overall for online and in-store,retailers perceive their customers to be more satisfied than they actually are,especially when it comes to o

64、nline returns by mail and in-store inventory and fulfillment.ReturnsIf its not easy to return,a customer may not buy an item regardless of channel.Retailers may believe they are delivering a higher level of service than shoppers believe they are getting.The silver lining?Shopper satisfaction with on

65、line returns is up year-over-year.MobilityWhile shoppers expect store staff to be equipped with technology to help guide them quickly to the items they are looking for,they are less satisfied than decision-makers believe with the reality of attempting to locate specific items on shop floors.Out-of-S

66、tocksAs theyre painfully aware,retailers must tackle inventory as it will help improve overall satisfaction with in-store shopping.While its improved YoY,theres still a large perception gap between retailers and shoppers around out-of-stocks.Perception GapsShoppersAssociatesDecision-MakersReverse Lo

67、gisticsDecision-makers and associates overestimate shoppers satisfaction with online purchase returns/exchanges by mail.62%(+5 pp YoY)70%80%29%higher than shoppers sayMobile DevicesIn-store satisfaction with staff equipped with mobile devices to assist in finding items.64%(+5 pp YoY)78%82%28%higher

68、than shoppers sayOut-of-Stock Orders in StoresSatisfaction with ordering out-of-stocks on the spot showed a significant disparity between what shoppers,associates and decision-makers think.59%(+5 pp YoY)74%81%37%higher than shoppers sayof decision-makersbelieve consumers trust retailers to fulfill o

69、nline mobile orders as promised95%of shoppers who say that they docompared to Disconnected ViewpointsThere is a notable gap between how retailers believe they are performing,and how shoppers really feel in key areas.84%Different PerspectivesThe World Has ChangedHave Retailers?I Global Shopper StudyO

70、verviewHuman AspectPerspectives10Retail ShiftsThe future of retail will continue to see the shopper in the drivers seat,and retailers will have to remain nimble if they want to keep up with shifting preferences and priorities.Retailers must consider future disruption,prepare to reassess strategies,a

71、nd take advantage of new opportunities.The metaverse is a single virtual world that seamlessly bridges physical and digital realities like virtual reality(VR)and augmented reality(AR).Forward-thinking organizations are already investing in metaverse-ready solutions like machine vision and artificial

72、 intelligence.Getting Ahead of Emerging TechnologiesThe pace of technology can be overwhelming.Topics like the metaverse seem to go from niche to mainstream in the blink of an eye,leaving retailers wondering what role they will playand what emerging technologies are worth investing in as the future

73、quickly unfolds.Retail decision-makers estimate how important emerging technologies will be to their organization over the next five years:83%Prescriptive analytics82%Distributed order management81%Workforce management software80%Unified commerce ecosystem83%Employee experience technologies78%Roboti

74、c process automation82%Demand planning76%Metaverse83%Advanced order fulfillment/managementWhats in Store:A Look AheadProviding an exceptional customer experience is the ultimate competitive advantage.The World Has ChangedHave Retailers?I Global Shopper StudyOverviewHuman AspectRetail Shifts11Perspec

75、tivesEuropeFrance,Germany,Italy,United Kingdom Over six in 10 associates agree managing returns of online orders is a significant challenge.Inflation has had the least impact on shoppers delaying purchases(69%)compared to those surveyed globally.Less than 30%of associates rated health,wellness and l

76、ifestyle benefits as important factors in staying with their current employerdramatically lower than in any other region.North AmericaCanada,United States 69%of shoppers agree more retailers need mobile ordering.Nearly nine in 10 decision-makers agree global disruptions have placed more focus on sup

77、ply chain operations in North Americahigher than any other region.Over 90%of retail decision-makers say they are increasing the speed and convenience of fulfillment options for holiday orders.Latin AmericaBrazil,Chile,Colombia,Mexico Only 68%of retailers agree shoppers are spending less due to infla

78、tion,compared to 82%who believe they are spending less globally.Nine in 10 shoppers have used mobile ordering,leading globally,and 85%are satisfied with in-store shoppingthe highest across all regions.Eight in 10 shoppers prefer to shop with online retailers that also have a physical store,compared

79、to 71%overall.China,Japan,India,Australia,New Zealand This region had the highest percentage of retailers(80%)who agree upskilling current store staff is a significant challenge.Holiday shoppers expect over half(54%)of their holiday purchases to be in stores.Shoppers reported the lowest level of in-

80、store satisfaction(74%)among all regions.Asia-Pacific Regional FindingsThe World Has ChangedHave Retailers?I Global Shopper StudyOverviewHuman AspectRetail Shifts12PerspectivesNA and Corporate Headquarters+1 800 423 Asia-Pacific Headquarters+800 1302 EMEA H America Headquarters+1 866 230 ZEBRA and t

81、he stylized Zebra head are trademarks of Zebra Technologies Corp.,registered in many jurisdictions worldwide.All other trademarks are the property of their respective owners.2022 Zebra Technologies Corp.and/or its affiliates.All rights reserved.10/25/2022 Regardless of where they make their final pu

82、rchase,shoppers remain motivated to buy based on three essential priorities:availability,selection and price.They also crave convenience,driving up interaction with technology like mobile cashless payment,mobile ordering and self-checkout.To accommodate consumers,retailers must provide a seamless an

83、d memorable experience across all channels.For decision-makers,this means investing in a digital iteration and reconsidering the flexibility of store layouts to accommodate new technologies as they roll out.Global supply chains are getting more complex and increasingly sensitive to global disruption

84、s,which have significant knock-on effects throughout the retail sector.Retailers are still under pressure to manage out-of-stocks and ensure shoppers can findor easily orderthe products they came to get.Out-of-stocks cause frustration for associates as well and have a potentially damaging impact on

85、long-term shopper sentiment.Decision-makers are looking to optimize inventory processes for more real-time visibility,expecting to move toward deploying AI for demand planning and replenishment over the next year.Most retail associates and decision-makers agree that stores that employ mobile devices

86、 and retail technology help attract and retain the in-store workforce.When retail associates are equipped with the right handheld device,software and applications,most agree it elevates the customer experience,improves daily tasks,and helps them manage schedules and collaborate with teammates.Invest

87、ment in the right technology is the key to retail agility and resilience for the modern store.More visibility and control over operations can help retailers overcome todays issues,as well as prepare for any future disruption that may be around the corner.While technology supports the shopper experie

88、nce,it also provides a better experience for associates.Over the next five years,the emerging technologies most important to decision-makers are those that help them mend and prepare for disruptions,particularly related to labor and supply-chain issues.Meet Shopper Expectations1Manage Supply Chain a

89、nd Inventory 2Drive Tech Experiences3Five-Year Outlook for Retail Technologies4Your Partner for the Future of RetailTo learn how Zebra can help your retail operation deliver seamless efficiency across capabilities,please visit TakeawaysAbout Zebra Zebra(NASDAQ:ZBRA)empowers the front line of busines

90、s in retail,manufacturing,transportation and logistics,healthcare,and other industries to achieve a performance edge.We deliver industry-tailored,end-to-end solutions that intelligently connect people,assets and data to help our customers make business-critical decisions.OverviewHuman AspectRetail Shifts13Perspectives