55 Percent of Retailers Cite Shoppers as Better Connected To Information than Store Associates, According To Motorola Solutio...
10 Gennaio 2011 - 2:01PM
Business Wire
The latest installment of the Motorola Solutions (NYSE: MSI)
annual holiday study indicates that the majority of surveyed retail
associates (55 percent) believe that this holiday season’s shoppers
were better connected to consumer information than in-store
associates driven by increasing availability of online shopping
tools and mobile phone applications that allow price comparisons,
access to coupons and social-networking. 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.
Nearly three in 10 (28 percent) 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.
On a positive note, the survey indicates that when surveyed
shoppers received guidance from a retail associate armed with a
handheld mobile computer, over four in ten (43 percent) reported
the device improved their shopping experience. The survey also
notes that an overwhelming majority of retailers - 87 percent -
believe that shoppers can easily find a better deal so customer
service - aided by access to real-time information -- is "more
important than ever."
KEY FACTS:
Need to empower the mobile worker
- 55 percent of surveyed retailers cite
shoppers as better connected to information than store
associates.
- More than half of surveyed retail
associates voiced that they had little time to help customers
because of pressure to get other tasks completed.
- 85 percent of surveyed retail
associates agreed that improving in-store communication between
staff and managers would have a significant effect on customer
satisfaction.
Push to enable real-time visibility
- 34 percent of surveyed retail managers
cited frustration when alerted they need to replenish stock after
getting complaints, instead of knowing ahead of time.
- 55 percent of losses due to
out-of-stocks could very likely be recovered with store associate
interventions; specifically, when store associates have the
capability to track down the item and offer a solution, most
customers will complete their purchase with that retailer.
- 68 percent of surveyed retail
associates would find the capability to scan barcodes to check
inventory and availability of items requested by customers helpful
in a small mobile device form factor that is deployed to every
associate.
Engage the connected shopper
- 28 percent 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.
- Shoppers with smartphones used their
device to influence 39 percent of their walk-out incidents; 12
percent checked prices at other retailers online, 8 percent checked
availability at other stores.
- Nearly 25 percent 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 percent who would be very likely to
use their own mobile phone to scan their items and process payment
without assistance.
SUPPORTING QUOTES:
Frank Riso, senior director of retail solutions, Motorola
Solutions
“Retailers have put their associates at a significant
disadvantage to connected consumers with the majority citing that
shoppers are better connected than their in-store associates. With
87 percent of surveyed retail associates noting that shoppers can
easily find a better deal, offering the best customer experience is
more important than ever. Retailers need to arm their mobile
associates with access to real-time information to level the
shopping playing field.”
Cara Kinzey, senior vice president of IT, Home Depot
“Home Depot recently deployed 30,000 Motorola MC75s across our
1,970 stores. Our DIY and professional customers come to Home Depot
not only for our products, but for the knowledge and high level of
customer service that we've provided over the years. Equipping our
associates with devices that allow them to check inventory, provide
product information, print labels, communicate with other
associates and even check-out customers with debit or credit cards
from anywhere in the store, not only makes us more efficient, but
also enables us to take our customer service to the next
level.”
SURVEY BACKGROUND AND METHODOLOGY:
- Surveys were completed online from Dec.
2 through Dec. 17
- Two complimentary surveys were fielded,
one targeted to shoppers and one targeted to in-store associates or
staff. Each survey was designed to reveal the experiences and
attitudes that each group has toward the use of certain in-store
technologies to enhance customer satisfaction.
- Sample:
- Research Now Consumer panelists,
representing a general distribution of the consumer population over
18 years of age, were recruited for the Shopper on-line survey.
1,056 respondents completed the Shopper survey.
- Research Now Business panelists,
representing a wide range of experienced in-store associates who
work in full-time or permanent part-time positions, were recruited
for the Store Associates survey. 545 respondents completed the
Associates survey.
SUPPORTING RESOURCES
Website: Motorola at NRF 2011
Website: Next Generation Enterprise Mobility
Blog: Motorola NRF 2011 Show Blog
Twitter: @MotoRetail
About Motorola Solutions
Motorola Solutions is a leading provider of business- and
mission-critical communication products and services for enterprise
and government customers. Through leading-edge innovation and
communications technology, it is a global leader that enables its
customers to be their best in the moments that matter. Motorola
Solutions trades on the New York Stock Exchange under the ticker
“MSI”. For ongoing news, please visit our media center or subscribe
to our news feed.
About Research Now: Research Now is the leading global
online sampling and online data collection company. With over 6
million panelists in 37 countries worldwide, Research Now enables
companies to listen and interact with real consumers and business
decision makers in order to make key business decisions. Research
Now offers a full suite of data collection services, and operates
the Valued Opinions™ Panel and e-Rewards® Opinion Panels. Visit
http://www.researchnow.com to learn more.
MOTOROLA, MOTOROLA SOLUTIONS and the Stylized M Logo are
trademarks or registered trademarks of Motorola Trademark Holdings,
LLC and are used under license. All other trademarks are the
property of their respective owners. ©2011 Motorola Solutions, Inc.
All rights reserved.
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