Rise of the Connected Shopper: 61 Percent of Retail Managers Report Consumers Better Informed Than Associates
Annual Motorola Solutions' study reports increase from 2010 and nearly one-half of Gen Y shoppers believe they have better access to product information
SCHAUMBURG, Ill.--(BUSINESS WIRE)-- The 6th annual installment of the Motorola Solutions, Inc. (NYS: MSI) Holiday Shopping Study found that technology continues to radically transform the traditional holiday shopping experience as 61 percent of surveyed retail managers believe that shoppers are better connected to information than in-store associates, increasing from nearly 59 percent in 2011 and 51 percent in 2010.
Surveyed shoppers echoed a similar sentiment - as nearly one-half (46 percent) of Gen Y shoppers, four in ten (38 percent) Gen X shoppers and one-third (32 percent) Boomer shoppers felt better connected to product information than associates.
According to the study, the increasing utilization of shopping-related technologies is having an impact on the shopper experience across varied age demographics.
- 64 percent of Gen Y and 52 percent of Gen X shoppers used their personal mobile device for shopping-related activities compared to only 37 percent of Boomer and less than 15 percent of pre-Boomer shoppers.
- 46 percent of Gen Y and 36 percent of Gen X shoppers agreed that they can more readily locate information on their personal mobile device rather than asking a store associate for assistance. Only 19 percent of Boomer and less than 12 percent of pre-Boomer shoppers agreed.
- 54 percent of Gen Y and 43 percent of Gen X shoppers were likely to access guest Wi-Fi for shopping-related activities. This compares to 34 percent of Boomer shoppers and 20 percent of pre-Boomer shoppers.
- Boomers are four times more likely to increase their spending as the result of a helpful associate than by using self-service technology.
Connecting with Shoppers
- Almost half of surveyed shoppers (47 percent) agreed that they have a better experience when sales associates use the latest technologies to assist them.
- 48 percent of shoppers reported that helpful store associates motivated them to spend more in-store.
- More than half of surveyed shoppers (55 percent) believed that information kiosks help store associates improve the shopping experience.
- While overall customer satisfaction has risen since 2007, surveyed shoppers reported rising dissatisfaction with the return/exchange process -- 29 percent were not satisfied in-store and 45 percent were not satisfied with online experiences.
- Two-thirds (66 percent) of surveyed retail associates recognize the positive effect of mobile loyalty account access on the shopper experience.
- 82 percent of retail associates agreed that improving in-store communication between staff and managers would have a positive effect on shopper satisfaction.
- 58 percent of retail associates recognized the positive effect of mobile point of sale (mPOS) on the shopping experience.
- 36 percent of shoppers believed that store associates using tablets enhanced their shopping experience, and 59 percent of store associates agreed that they could better serve customers if they were equipped with tablets.
- Nearly eight in ten (79 percent) retail associates agreed that store management can better manage employees and operational processes when empowered with technology and better information.
- 72 percent of shopping-related walkouts resulted in lost sales - an average loss per abandonment of $156.
- Retailers can recover 69 percent of out-of-stock incidents if associates are prepared to offer shoppers the option to order the items before leaving the store and have them sent to their homes.
- 63 percent of store managers agree that they need more real-time information to better ensure customer satisfaction.
Eduardo Conrado, senior vice president and chief marketing officer, Motorola Solutions
"When shoppers have so many options, it is clear that retailers who embrace technology to enable their store associates to directly engage shoppers are creating differentiation through customer service. With nearly one-half of surveyed shoppers stating that they have a better experience when retail associates use the latest technology, retailers' adoption of the right technology that targets shoppers of various age groups will help drive greater customer satisfaction and increased sales opportunities."
SURVEY BACKGROUND AND METHODOLOGY:
- Two complimentary surveys were fielded in North America throughout November and December 2012, one targeted to shoppers and one targeted to in-store associates, staff and in-store managers.
- The surveys were designed to reveal the experiences and attitudes that each group has toward the use of certain shopping technologies and the impact on customer satisfaction.
- Respondents to the Shopper survey were selected from the Research Now Consumer panel to represent a general distribution of the consumer population over 18 years of age. 1,200 respondents completed the shopper survey without knowledge of Motorola Solutions sponsorship.
- Gen Y shoppers represent people between the ages of 18-34.
- Gen X shoppers represent people between the ages of 35-49.
- Boomer shoppers represent people between the ages of 50-64.
- Pre-Boomer shoppers represent people older than 65 years old.
- 400 respondents completed the Associates survey without knowledge of Motorola Solutions sponsorship. The Research Now Business panel represents a wide range of experienced in-store associates who work in full-time or permanent part-time positions.
- The e-Rewards® Opinion Panel, operated by Research Now, is the largest "by-invitation-only" online research panel serving more than 900 research firms with over 3 million respondent members.
About Motorola Solutions
Motorola Solutions is a leading provider of mission-critical communication solutions and services for enterprise and government customers. Through leading-edge innovation and communications technology, it is a global leader that enables its customers to be their best in the moments that matter. Motorola Solutions trades on the New York Stock Exchange under the ticker "MSI." To learn more, visit www.motorolasolutions.com. For ongoing news, please visit our media center or subscribe to our news feed.
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