The Retail Imperative: Thriving in a World of Infinite Choice
Retail has transformed into a fast-paced battleground where customer expectations are higher than ever. As online and physical stores converge, a seamless, frictionless experience across all channels has become essential.
Zebra Technologies’ 17th Annual Global Shopper Study uncovers the trends, challenges, and strategies shaping retail today—offering a blueprint for businesses aiming to stay competitive in an era defined by infinite choice.
The Evolving Shopper
Modern shoppers demand personalized service, seamless omnichannel experiences, and convenience. The study reveals that 78% of consumers prefer a mix of online and in-store shopping, with 82% gravitating toward retailers offering easy returns. However, many customers encounter frustrations, from locked cases delaying product access to a lack of in-store assistance.
Personalization emerges as a critical differentiator, with three-quarters of shoppers indicating they’re more likely to buy when retailers understand their preferences. To meet these expectations, retailers must adopt data-driven solutions that anticipate customer needs and streamline every interaction.
Friction in the Customer Journey
One alarming insight is the decline in satisfaction year-over-year across online and in-store channels, largely due to inadequate inventory visibility. When stock availability fails to meet customer expectations, not only do sales opportunities slip away, but associate frustrations also rise.
Accurate, real-time inventory visibility is no longer optional—it’s the foundation of a frictionless customer experience. Retailers excelling in this area leverage advanced inventory management systems to ensure that shoppers find what they need when they need it.
Protecting Profits Amid Rising Shrink
Retailers face mounting pressures from theft, fraud, and increasing returns. More than half of decision-makers reported a rise in shrink over the past year. This issue affects profits and creates anxiety among both customers—who fear price increases—and associates concerned about their safety.
Innovative technologies such as generative AI, prescriptive analytics, and RFID are helping retailers combat shrink. These tools enhance loss prevention, predict theft patterns, and improve inventory tracking, enabling retailers to protect profits while maintaining customer trust.
Empowering the Front Line
Amid labor shortages and high turnover, associates feel overwhelmed by growing responsibilities and a lack of tools to manage them effectively. Eighty-five percent of decision-makers recognize the need for more associates, while 87% of associates feel more valued when equipped with technology that simplifies their work.
Mobile devices and workforce management tools are revolutionizing the retail floor. These technologies enable associates to prioritize tasks, access real-time information, and collaborate with their teams seamlessly, ensuring they can provide the personalized service customers expect.
The Path Forward
To thrive in this dynamic environment, retailers must balance customer-centric innovation with operational excellence. Investments in advanced technology, inventory management, and associate empowerment are crucial to meeting the heightened demands of today’s retail landscape.
Zebra’s study offers a clear message: Businesses that prioritize seamless customer experiences, adopt cutting-edge technologies, and support their workforce will not only survive but thrive in this new retail era.
Retailers seeking to embrace these transformative solutions can take the next step at NRF 2025. Zebra’s experts will be on-site at Booth 3303, ready to showcase technologies that enhance inventory visibility, empower associates, and protect profitability. Schedule a 1-on-1 appointment today to discover how Zebra can help your business thrive in a world of infinite choice.
About Zebra
Zebra Technologies (NASDAQ: ZBRA) empowers retail organizations and their associates to thrive in the on-demand economy by making every front-line worker and asset at the edge visible, connected and fully optimized. With an ecosystem of more than 10,000 partners across more than 100 countries, Zebra serves customers of all sizes, including 94% of the Fortune 100, with an award-winning portfolio of hardware software, and services and solutions that digitize and automate workflows.