Retail shoppers are very interested in Wi-Fi and location-based, in-store services such as mobile coupons (51%), shopping maps (45%) and associate assistance (41%), according to the eighth annual Zebra Technologies Global Shopper Study. This article is copyright 2015 The Best Customer Guide.

These findings support Zebra's own One Store, One Experience campaign - focusing on brand experience, delivery and fulfilment, loyalty, big data and store mobility to transform the connected customer experience. With higher customer expectations, retailers acknowledge that the role of technology has never been greater.

Nearly 2,000 shoppers were surveyed in the United States, Canada, Singapore, Australia, England, Italy, Spain, France, Germany, China, Japan and Thailand.

The study identified that more than one-third of shoppers (34%) believe they are better connected to real-time information than in-store associates. Meanwhile, 64% of shoppers would be willing to purchase more merchandise if they received better customer service and over one-half (52%) value retailers who use technology to make the shopping experience more efficient.

Among the study's key findings:

  • More than three-quarters (76%) of shoppers feel positive about shopping in stores and nearly one-half think that technology solutions are helping retailers enable and improve their shopping experience.
  • 52% of shoppers "show-roomed" or looked at items in-store but purchased them online.
  • More than 30% of shoppers would prefer to go to a retail store to pickup items purchased via online or mobile channels.
  • Retailers can recover 66% of out-of-stock incidents by offering shoppers an immediate discount.
  • Nearly 80% said they are willing to share some level of information with retailers. But, retailers rank low on the list of institutions that shoppers trust with personal data as only five percent reported they completely trusted retailers.
  • 64% of shoppers value retailers that give them the flexibility to control how personal information is used to tailor experiences.

"As online and mobile shopping become more prevalent and accepted worldwide, the importance of the customer experience remains high - as noted by the majority of respondents who would buy more merchandise from retailers they believe provide better customer service," said Nick D'Alessio, Global Retail Solutions Development executive for Zebra Technologies. "Mobile technology helps provide real-time visibility of product availability, flexible delivery and payment options - freeing retailers to focus on the shopper experience and delivering personalised service to customers."