Planogram, retail tablet, motorola

Survey: Mobile technology leads to better customer experience

Three in four retail associates and managers said they provide a better in-store customer experience when equipped with the latest mobile technologies, according to Motorola Solutions’ annual Holiday Shopping Survey. It also found that shoppers echoed a similar sentiment as more than two-thirds (67 percent) of surveyed shoppers reported heightened satisfaction with retailers where in-store associates utilized the latest technologies to assist in the shopping experience.

Planogram, retail tablet, motorola

The rising availability of shopping-assisted options across all shopping channels has raised customer service expectations for shoppers and retail associates, according to the survey, which found that more than eight in 10 (83.3 percent) retail associates and managers believed that shoppers can easily find a better deal. From a shopper perspective, 33 percent of shopping trips ended with shoppers leaving before satisfying their intent to purchase, costing an average of $125 per trip. Of those lost opportunities, more than 73 percent did not complete their purchases with the original retailer.

While shopper activity and spend remains higher in-store than online, retailers need to continue to address the needs of the omni-channel shopper, the survery stated. Online purchases swelled by more than 18 percent compared to 2010, and 63 percent of surveyed shoppers with smartphones downloaded some type of shopping application.

“Retailers continue to deploy technology to improve the shopping experience but need to pay closer attention to the growing expectations of the omni-channel shopper,” Michelle Crissey, customer solutions lead, Motorola Solutions, said about the report. “Rather than just give them technology and call it a positive experience, customers prefer that retailers use the technology in a meaningful way to actually give them a better experience, both in-store and for fulfillment of online and mobile orders.”


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