The survey found that retailers that aren't investing in technology to stay ahead of increasingly tech-savvy shoppers are hurting their own bottom line. 28% of store visits ended with an average of $132 unspent due to abandoned purchases driven by deal-habituated behavior, out-of-stocks, limited store associate assistance and long check-out processes.
Product Awareness "The shopper today is better connected to product information than store associates... " (% of Retailers)
% of Retailer Responses
Neither agree nor disagree
Source: Motorola Solutions, January 2011
Nearly 25% of surveyed shoppers said they would be very likely to take advantage of a sales associate using a handheld payment terminal to complete their purchase, compared to only 9% who would be very likely to use their own mobile phone to scan their items and process payment without assistance.
The survey found that when surveyed shoppers received guidance from a retail associate armed with a handheld mobile computer, 43% reported the device improved their shopping experience. The survey also notes that an overwhelming majority of retailers, 87%, believe that shoppers can easily find a better deal so customer service, aided by access to real-time information, is "more important than ever."
Additional findings in the survey include the need to empower the mobile worker:
And, the respondents suggest the need to push to enable real-time visibility:
Additional findings from retail associates included:
Frank Riso, senior director of Motorola Solutions, says that "Retailers have put their associates at a significant disadvantage to connected consumers... citing that shoppers are better connected than their in-store associates... (and) that shoppers can easily find a better deal... "
For more about the study from Motorola, please visit here.