53 Percent Of Millennial Shoppers Are ‘Better Connected’ Than Store Associates

Over 50 percent of millennial consumers feel that they are “better connected” and able to find information more quickly than retail associates, according to Zebra Technologies’ Global Shopper Study — indicating that rising shopper expectations are still outpacing retailers’ in-store technology investments.

As consumers increasingly conduct product research both before coming to a store and while shopping, associates who aren’t equipped with technology on the sales floor are automatically at a loss. And when a customer turns to their mobile device instead of to employees or in-store technology, brands lose an important engagement opportunity — and contribute to the rise of show-rooming.

It’s on retailers to address this disconnect, but shoppers appear ready to accept a fix: More than half believe store associates armed with the latest technology — from iPads to IoT devices — improve the overall shopping experience. And of course, availability still matters: Technology only assists when there are enough associates present on the floor to quickly and seamlessly help shoppers.

“Consumers around the world believe that retailers have come a long way over the past decade to enhance the in-store shopping experience, but shopper expectations continue to rise at an exponential rate,” said Jeff Schmitz, senior vice president and CMO at Zebra Technologies. “Sales associates armed with the right technology tools are better equipped to serve customers and increase revenue by providing the visibility and actionable insight into product information, inventory and fulfillment options that bring the online experience into the physical store.”

Other key takeaways from the study below: