75 percent of Retail Associates Report Latest Mobile Technology Leads to Better Customer Experience, According to Motorola So...
20 Dicembre 2011 - 2:00PM
Business Wire
The latest installment of the Motorola Solutions, Inc. (NYSE:
MSI) annual Holiday Shopping Survey highlights that three in four
(75 percent) surveyed retail associates and managers feel they
provide a better in-store customer experience when equipped with
the latest mobile technologies. In fact, shoppers echoed a similar
sentiment as more than two-thirds (67 percent) of surveyed shoppers
reported heightened satisfaction with retailers where in-store
associates utilized the latest technologies to assist in the
shopping experience.
The rising availability of shopping-assisted options across all
shopping channels has raised customer service expectations for
shoppers and retail associates. According to the survey, more than
eight in ten (83.3 percent) surveyed retail associates and managers
believe that shoppers can easily find a better deal so customer
service is more important than ever. From a shopper perspective, 33
percent of shopping trips ended with shoppers leaving before
satisfying their intent to purchase, costing an average of $125 per
trip. Of those lost opportunities, more than 73 percent did not
complete their purchases with the original retailer.
While shopper activity and spend remains higher in-store than
online, retailers need to continue to address the needs of the
omni-channel shopper. Online purchases swelled by more than 18
percent compared to 2010 and 63 percent of surveyed shoppers with
smartphones downloaded some type of shopping application.
Increasing online spend has created variances in satisfaction
between offline and online experiences – almost 41 percent of
shoppers were not satisfied with the ability to receive in-stock
status in-store compared to 20 percent online. Approximately 27
percent of shoppers were not satisfied with the ease of finding
correct prices in-store versus approximately 14 percent online; and
42 percent of shoppers were not satisfied with the check-out
process in-store compared to 15 percent online. Online shoppers
cited a much higher dissatisfaction rate (41 percent compared to 25
percent) for the return/exchange process, providing a significant
advantage for in-store retailers.
KEY FACTS
Drive Trips – Retail associates and availability of desired
products drive shoppers’ choice of retailers.
- 67 percent of shoppers cited a better
experience in-store with associates and managers using the latest
mobile technologies.
- 61 percent of shoppers believe that
they were better connected to consumer information, including
coupons, competitive pricing and product availability than store
associates.
- Three in four (75 percent) retail
associates and managers report providing a better in-store shopper
experience when equipped with the latest mobile technologies.
Orchestrate Behavior – Consumer usage and interest in
self-service and mobile technologies are rising in stores and via
offline channels.
- The vast majority of shoppers reported
that self-help technologies improved their shopping experience: 83
percent cited using a price checker while self-checkout payment
lanes (65 percent) and information kiosks (59 percent) also were
mentioned frequently.
- Almost four in ten (38 percent)
shoppers would be likely to use a retailer’s wireless internet
access to search for product information and post to the web while
shopping.
- More than four in ten (43 percent)
shoppers would likely use a store application on their smartphones
that creates a map from a shopping list to guide them through the
store on the most efficient route to complete their shopping.
Closing Sales – Retailers are still losing significant
revenue due to inefficient payment approaches, out-of-stock
occurrences and lack of selection.
- One-third (33 percent) of store visits
ended with an average of $125 unspent due to missed opportunities
to purchase driven by inefficient payment approaches,
deal-habituated behavior, out-of-stocks and limited store associate
assistance.
- Approximately 41 percent of shoppers
were not satisfied with the ability to receive in-stock status
in-store compared to almost 20 percent of online shoppers.
- 68 percent of lost sales could have
been recaptured if a retail associate was able to order the item
and have it delivered to the shopper’s home. Almost 55 percent of
shoppers would have made their purchases if an associate could find
another location that had the item in stock and told them how to
get there.
- 43 percent of surveyed shoppers
reported that the mobile point of sale (mPOS) improved their
shopping experience.
SUPPORTING QUOTE
Michelle Crissey, Customer Solutions Lead, Motorola
Solutions
“Retailers continue to deploy technology to improve the shopping
experience but need to pay closer attention to the growing
expectations of the omni-channel shopper. Rather than just give
them technology and call it a positive experience, customers prefer
that retailers use the technology in a meaningful way to actually
give them a better experience, both in-store and for fulfillment of
online and mobile orders.”
SURVEY BACKGROUND AND METHODOLOGY:
- Two complimentary surveys were fielded
from Nov. 26 through Dec. 13, one targeted to shoppers and one
targeted to in-store associates, staff and in-store managers.
- The surveys were designed to reveal the
experiences and attitudes that each group has toward the use of
certain shopping technologies and the impact on customer
satisfaction.
- Respondents to the Shopper survey were
selected from the Research Now Consumer panel to represent a
general distribution of the consumer population over 18 years of
age. 1,231 respondents completed the shopper survey without
knowledge of Motorola Solutions sponsorship.
- 393 respondents completed the
Associates survey without knowledge of Motorola Solutions
sponsorship. The Research Now Business panel represents a wide
range of experienced in-store associates who work in full-time or
permanent part-time positions.
- The e-Rewards® Opinion Panel, operated
by Research Now, is the largest "by-invitation-only" online
research panel serving more than 900 research firms with over 3
million respondent members.
SUPPORTING RESOURCES Motorola NRF Website:
Motorola Solutions NRF 2012Website: Motorola Solutions
Retail Solutions
About Motorola Solutions
Motorola Solutions is a leading provider of mission-critical
communication solutions 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.” To learn more,
visit www.motorolasolutions.com. For ongoing news, please visit
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MOTOROLA, MOTO, 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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