52% of shoppers value in-store technology

One-third of shoppers, or 34 percent, believe they are better connected to real-time information than sales associates. However, 52 percent of shoppers see value in retailers who use technology to improve the shopping experience.

Sixty-four percent of shoppers also said they would be willing to purchase more items if they received better customer service.

"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, 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 personalized service to customers."

According to the eighth annual "Global Shopper Study" by Zebra Technologies, shoppers are looking for in-store assistance: 51 percent of shoppers are interested in mobile coupons, 45 percent in shopping maps, and 41 percent in associate assistance.

More than half of those surveyed, 52 percent, admitted to showrooming in the store, then purchasing items online. More than three in 10 said they preferred to go to a physical store to pick up items purchased via online channels.

Personal information is still a concern for shoppers. Almost eight in 10 respondents were willing to share some level of information with retailers; however, only 5 percent fully trust retailers with this information. In addition, 64 percent value retailers who give them control of how much personal information is used.

For more:
-See this Zebra Technologies press release

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The buy button arrives: How social media shopping will change retail
Price matters, but customer service still closes the deal

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