Zebra Technologies Corporation has unveiled its 17th Annual Global Shopper Study, shedding light on the increasing pressures faced by retailers and the role of advanced technology in addressing these challenges. As shopper satisfaction declines globally and in Asia-Pacific (APAC), the study highlights key insights into the changing retail landscape and the technologies poised to redefine the shopping experience.

A striking revelation from the study is the widespread concern among retail associates about theft and safety. Globally, 84% of retail associates (72% in APAC) feel there is insufficient technology to detect safety threats or prevent criminal activity. With 78% of retailers worldwide (80% in APAC) under mounting pressure to minimise theft, many are turning to artificial intelligence (AI) for loss prevention.

While only 38% of retailers currently use AI-powered prescriptive analytics for this purpose, over half plan to adopt it within the next 1-3 years. Complementary technologies like self-checkout sensors, computer vision, and RFID tags are also expected to see widespread adoption in the coming years, especially in APAC, where retailers are keen to combat theft while enhancing the customer experience.

Shoppers Want Convenience, but Are Frustrated

The study reveals a notable disconnect between customer expectations and the in-store experience. While 78% of shoppers appreciate self-checkout options, 68% find them lacking in availability, with many leaving stores empty-handed due to the absence of self-checkout kiosks or contactless payment options.

Furthermore, 70% of global shoppers (79% in APAC) are frustrated by the lack of available store associates. Retailers admit that lingering labour shortages and increasing incidents of loss are straining service levels.

Christanto Suryadarma, Sales Vice President for Southeast Asia, South Korea, and Channel APJeC at Zebra Technologies, stated: “Retailers in Singapore and across the region are redefining the shopping experience to meet the demands of today’s consumers. Investments in mobile and intelligent technology will enhance operational visibility, empower store associates with greater mobility, and support informed decision-making, which are crucial for retailers to build the modern store experience and stay competitive.”

Declining Shopper Satisfaction: A Global Challenge

Globally, satisfaction with shopping experiences has dropped year-over-year. In APAC, satisfaction with in-store experiences fell from 81% in 2023 to 78% in 2024, while online satisfaction dropped from 80% to 75%. Labour shortages, out-of-stock items, and inefficiencies in click-and-collect and returns processes have contributed to this decline.

Despite these challenges, shoppers are clear about what they want:

• Ease in finding and purchasing items: 57% of global shoppers (49% in APAC) cite out-of-stock items as a top frustration.
• Personalised experiences: 75% of shoppers (77% in APAC) are more likely to buy when retailers understand their preferences.
• Enhanced safety without inconveniences: 71% of global shoppers (65% in APAC) worry about theft but dislike locked-up merchandise.

Technology to the Rescue

Retailers recognise that technology is key to overcoming these hurdles. Globally, 75% of retailers (79% in APAC) plan to increase technology investments in 2025, focusing on solutions like mobile devices for associates, item-level RFID tracking, video monitoring, and stock-out alerts.

George Pepes, APAC Vertical Solutions Lead at Zebra Technologies, added: “Adopting advanced technologies such as wearable scanners and linerless printing solutions can enable retailers to effectively address the multifaceted challenges of today’s business landscape. These solutions are purposefully designed to mitigate issues such as stockouts while enhancing associates’ ability to deliver a seamless customer experience.”

Regional Highlights

• APAC: 80% of decision-makers plan to boost investments in the supply chain, outpacing the global average.
• Latin America: 66% of shoppers leave stores without all the items they need, the highest rate globally.
• North America: 57% of decision-makers noted an increase in retail shrink rates in the past year.
• Europe: Nearly 60% of retailers plan to implement RFID tags and sensors within five years.

What’s Next for Retailers

To recover from the decline in shopper satisfaction, Zebra’s study suggests that retailers should:

1. Improve personalisation: Understanding shopper preferences can increase conversions.
2. Simplify experiences: Make it easier for shoppers to find, purchase, and return items.
3. Ensure stock availability: Real-time inventory tracking is key to reducing out-of-stock frustrations.
4. Enhance security with balance: Address theft concerns without making shopping inconvenient.
5. Empower associates with technology: Mobile tools can improve productivity and customer interactions.

With strategic investments in technology and a focus on customer experience, retailers can navigate the challenges of 2024 and beyond, transforming shopping into a seamless and satisfying experience for all.