Motorola's Holiday Shopping Study found that 61 percent of surveyed retail managers believe that shoppers are better connected to information than in-store associates.
Surveyed shoppers echoed a similar sentiment – as nearly one-half (46 percent) of Gen Y shoppers, four in ten (38 percent) Gen X shoppers and one-third (32 percent) Boomer shoppers felt better connected to product information than associates.
According to the study, the increasing utilization of shopping-related technologies is having an impact on the shopper experience across varied age demographics.
- 64 percent of Gen Y and 52 percent of Gen X shoppers used their personal mobile device for shopping-related activities compared to only 37 percent of Boomer and less than 15 percent of pre-Boomer shoppers.
- 46 percent of Gen Y and 36 percent of Gen X shoppers agreed that they can more readily locate information on their personal mobile device rather than asking a store associate for assistance. Only 19 percent of Boomer and less than 12 percent of pre-Boomer shoppers agreed.
- 54 percent of Gen Y and 43 percent of Gen X shoppers were likely to access guest Wi-Fi for shopping-related activities. This compares to 34 percent of Boomer shoppers and 20 percent of pre-Boomer shoppers.
- Boomers are four times more likely to increase their spending as the result of a helpful associate than by using self-service technology.
Motorola makes several mobile products to help sales associates which are:
- ET1 Enterprise Tablet -h features that will helpu improve performance from the sales floor to the stockroom and beyond, access information faster, engage customers and work smarter than ever before.
- MC40 Mobile Computer - a customizable device, for associates have everything they need to serve customers - right at their fingertips without ever leaving the customer's sight.
- Tassk management software -integrates with other workforce systems to reach all store employees and mobile devices so managers can operate more efficiently.
- SB1 Smart Badge is full of the features every associate needs to deliver the best customer experience, with the connectivity needed to keep them productive, every minute of every day.
Connecting with Shoppers
- Almost half of surveyed shoppers (47 percent) agreed that they have a better experience when sales associates use the latest technologies to assist them.
- 48 percent of shoppers reported that helpful store associates motivated them to spend more in-store.
- More than half of surveyed shoppers (55 percent) believed that information kiosks help store associates improve the shopping experience.
- While overall customer satisfaction has risen since 2007, surveyed shoppers reported rising dissatisfaction with the return/exchange process -- 29 percent were not satisfied in-store and 45 percent were not satisfied with online experiences.
- Two-thirds (66 percent) of surveyed retail associates recognize the positive effect of mobile loyalty account access on the shopper experience.