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Only four in ten shoppers fully trust retailers to fulfill orders as promised


Zebra’s latest study shows long-term shifts in buyer behavior are driving retailers to prioritize improvements to their workforce and supply chain capabilities

LINCOLNSHIRE, Illinois, November 03, 2021– (BUSINESS WIRE) – Zebra Technologies Corporation (NASDAQ: ZBRA), a leading innovator with solutions and partners delivering a performance advantage, today released the results of its 14th Annual global buyers, confirming that there is a significant trust gap between buyers and retailers. More than half of decision makers surveyed (55%) believe they are completely trusted to fulfill online orders as promised, but only 38% of shoppers report full trust in retailers. Even retail associates are wary of their employers ‘abilities, with only 51% fully trusting their employer’s ability to deliver or fulfill customers’ online / mobile orders as promised. To improve this level of confidence, retail decision makers are increasingly adopting solutions that increase frontline staff contributions and improve the way inventory is planned and executed in stores and across the supply chain. at large.

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The Next Wave of Retail Execution (Photo: Business Wire)

Consumers are returning to stores but not to pre-pandemic shopping behaviors

While two-thirds of shoppers plan to return to physical stores in the coming months, most (73%) want to get in and out of stores quickly. Sixty-five percent are still worried about exposure to others, and not as confident as retailers trust in-store health and safety mandates or protocols as they did in 2020. Some shoppers don’t even want to go to a store to make a purchase.

Almost three-quarters (73%) would rather have items delivered to them than pick up orders at the store or other location. And more than three-quarters (77%) say they have placed a mobile order, with more than half of baby boomers taking advantage of mobile commerce (m-commerce) options. Thirty-five percent of baby boomers also report using mobile apps specifically for grocery or food delivery.

Interestingly, shoppers also research product prices (50%) online before they leave their homes. And nearly a third check store inventory before leaving home, compared to just 19% doing so in 2019.

New omnichannel buying behaviors are taking hold in brick and mortar stores

About a third of consumers say they use their mobile devices to find competitive prices or browse online websites for products when shopping. More than 70% confirm that they recently left stores without all of the items they wanted, with almost half citing out-of-stock as a reason not to make an in-store purchase.

As a result, 58% of shoppers say it’s faster to search for information on their smartphone than to ask associates for help, and the majority of associates (64%) agree, leaving retailers in the dark. when in-store customers consider m-commerce purchases, perhaps with competitors. Over 25% of shoppers surveyed have placed click-and-collect m-commerce orders while shopping, with some even placing mobile orders for home delivery.

Eighty-four percent of retail decision makers know this do-it-yourself trend is taking hold, and many are taking a closer look at how technology can be used to respond. to customer expectations and reduce sales. This is good news given that a majority of buyers don’t want to spend their money with another retailer. More than six in ten say they would be willing to purchase out-of-stock items before leaving the store if they could pick them up at another of the stores near the retailer or the items could be shipped to their home.

“Consumers appreciate the convenience of door-to-door delivery and one-click pick-up options, especially as retailers have added new fulfillment options and incentive mobile commerce transactions,” said Bill Inzeo, Global Strategist Retail Technologies, Zebra Technologies. “Many retailers have adjusted their processes to reflect the popularity of these new retail experiences, and their views on the importance of technology are changing.”

Retailers Make Online Order Fulfillment and Fulfillment More Efficient

As retail channels merge more than ever, more than three-quarters of decision makers say increasing the efficiency of online order processing and fulfillment is a priority. Nearly nine in ten decision-makers confirm that their companies are now looking for ways to improve in-store picking and packaging as well as in-warehouse order fulfillment. More than a third of decision makers are now converting store space into designated pickup and drop-off locations, which could help divert traffic from a central customer service center.

“Even a single out of stock could lead an in-store customer to abandon their entire cart on the spot if they can place a mobile pickup order elsewhere and get everything they need,” said Inzeo. “Therefore, associates need to be equipped with mobile devices and apps that allow them to help shoppers make in-store purchases using alternative processing options. “

With labor shortages and associate satisfaction also impacting retail store execution, most decision makers say they plan to deploy workforce and workforce management software. tasks over the next year. This is a positive feedback given that 70% of associates view their employers more positively when they receive technology. And over 80% say they could deliver a better customer experience if they had laptops and barcode scanners. Retail associates also believe the analytics will help them have better day-to-day experiences and prefer to manage their tasks and schedules using apps and mobile devices.

Main regional findings

Asia-Pacific (APAC)

  • APAC saw the second-highest jump in shoppers using mobile ordering year-over-year (81% in 2021 vs. 72% in 2020), but the region’s retail decision-makers do not not seeing mobile ordering activity keep pace with decision makers in other countries. Regions.

  • Almost seven in ten APAC buyers surveyed agree they have a better shopping experience when associates use the latest technology to help them.


  • Seventy-two percent of respondents in Europe say they have used mobile ordering.

  • Only 59% of respondents to the European survey plan to shop more often in stores as the pandemic recedes, the lowest score compared to other regions.

Latin America

  • More and more Latin American buyers are embracing m-commerce. Nine in ten people say they have placed a mobile order and eight in ten say they have used a mobile app for grocery or food delivery.

  • Eighty percent of retail associates in Latin America agree that shoppers can find information faster on their smartphones than if they asked an associate for help, the highest rate compared to other regions .

North America

  • North America has seen more shoppers using mobile ordering year over year (68% in 2021 vs. 58% in 2020), but the region still ranks last in mobile orders. More shoppers reported using mobile apps for grocery or food delivery (51% in 2021 vs. 36% in 2020).

  • Eight in 10 North American shoppers prefer retailers that offer easy returns. However, only six in ten retailers say their business is very experienced with online returns and think their process is very streamlined.


Zebra’s 14th Annual Global Buyers Study surveyed more than 5,000 buyers, store associates and retail decision makers around the world to gauge opinions and expectations about the experience of today’s shoppers, technology use and completion in June – July 2021 by Azure Knowledge Corporation.


Zebra (NASDAQ: ZBRA) Enables Front Line Retail / E-Commerce, Manufacturing, Transportation & Logistics, Healthcare, Public Sector and Other Industries to Gain an Advantage of performance. With more than 10,000 partners in 100 countries, Zebra offers end-to-end solutions tailored to the industry to enable every asset and worker to be visible, connected and fully optimized. The company’s industry-leading solutions improve the shopping experience, track and manage inventory, while improving supply chain efficiency and patient care. In 2020, Zebra made Forbes Global 2000 list for the second year in a row and was among the Fast business Best companies for innovators. For more information visit www.zebra.com or sign up for news alerts. Participate in Zebra Your advantage blog, follow the company on LinkedIn, Twitter and Facebook, and check out our Story Hub: Zebra outlook.

ZEBRA and the Stylized Zebra Head are trademarks of Zebra Technologies Corp., registered in many jurisdictions around the world. All other trademarks are the property of their respective owners. © 2021 Zebra Technologies Corp. and / or its subsidiaries.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20211103005229/en/


Media contact:
Bill Abelson
Zebra Technologies
+ 1-631-738-4751
[email protected]

Industry Analyst Contact:
Kasia fahmy
Zebra Technologies
+ 1-224-306-8654
[email protected]

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