Zebra: Shopper, associate satisfaction on the decline
Customers and store associates are both reporting widespread issues.
Shopper satisfaction levels have dipped for the second consecutive year, declining to 79% for in-store and 73% for online experiences. Results from the new 18th Annual Global Shopper Study from Zebra Technologies show these figures have dropped compared to 81% and 79% respectively in 2024, and 85% for both in 2023.
In other findings, nearly eight-in-10 surveyed consumers prioritize discounts and promotions as inflation pressures persist. While improvement in failure to find desired items in-store is evident year-over-year (52% in 2025 compared to 57% in 2024), more than half of consumer respondents reported leaving stores without all the items they intended to purchase, often due to out-of-stocks or difficulties locating products.
Store associates
Almost nine-in-10 (88%) surveyed store associates report challenges in obtaining timely assistance or information, up from 82% in 2024. Eighty-seven percent of surveyed associates believe effective technology tools make their work more enjoyable and less stressful while helping them provide better service to customers, and 90% believe the right technology helps them complete tasks faster.
The North American region has the second-highest percentage of retail associates (80%) who agreed that maintaining real-time visibility of out-of-stock products is a significant challenge. The highest region is Latin America at 88%.
Decision-makers
Eighty-four percent of surveyed retail decision-makers cite real-time inventory synchronization as a top priority for their organizations. Top technologies they plan to deploy in the next five years include computer vision (57%), RFID (54%) and generative AI (51%) over the next five years.
When asked what improvements they need to make to drive online and in-store sales, retail media networks rose to 43% from 37% year over year. Automation for more real-time inventory visibility (39%) and inventory optimization (38%, up from 29% year over year) also ranked in the top three in-store profitability drivers.
[READ MORE: Zebra: Retailers use automation to reach these goals]
The research also shows that 87% of surveyed decision-makers said generative AI and automation solutions are important in loss prevention efforts.
"Retail’s future belongs to those who connect the physical and digital worlds through intelligent workflows," said Matthew Guiste, global retail technology strategist, Zebra Technologies. "With AI, automation, and improved workflows, retailers can reduce loss and deliver the fast, seamless, and personalized experiences that today’s shoppers demand."
Conducted online by Mavrix during May and June 2025, the study surveyed more than 4,200 consumer, store associate and retail decision-maker respondents from North America, Latin America, Europe and Asia-Pacific.
