Millennial shoppers better connected than retail aides

Vantage point: Insights from cutting-edge research

Millennial shoppers better connected than retail aides

Forty-four per cent shoppers aren’t satisfied with staff availability and customer service, but overall shopper satisfaction has greatly improved since the start of an annual study by Zebra Technologies a decade ago. Despite the dissatisfaction among 44 per cent in-store and 53 per cent online shoppers with the returns/exchange process, 62 per cent approved of associates’ use of handheld mobile devices in-store.

The key findings of the survey include that rising shopper expectations continue to outpace retailer in-store technology investments as a majority of millennial shoppers (53 per cent) perceive they are more