Retailers must embrace tech to counter Shoppertainment slump, Zebra Technologies
The Millennial-led trend of ‘Shoppertainment’ (combining a trip to a shopping centre with entertainment including sport, music or film) is driving higher footfall but falling sales in stores. And the solutions available to reverse this trend aren’t being widely embraced, research from Zebra Technologies suggests.
Its 2017 Global Shopper Study, involving nearly 7,500 (2,468 from EMEA) people, reveals merchants have come a long way over the past decade in enhancing the in-store shopping experience. At the same time, shopper expectations continue to rise at an exponential rate and vary greatly between generational groups. 52%, for instance, believe they have a better experience when retail assistants use technology. 59% claim they would continue a purchase if the sales assistant offered them the opportunity to order items before they left the store. The same number would like to receive a discount if they returned to the store to collect it.
“The message is clear: simple steps such as equipping and empowering retail staff with connected devices such as tablets or mobile computers and giving them the autonomy to offer discounts, will help traditional retailers compete in a growing omnichannel environment. The in-store experience remains a key element in the shopper journey and retailers need to capitalise on rising in-store traffic by building a more personalised and engaging shopping experience for consumers,” says Mark Thomson, Director of Retail Solutions, Zebra Technologies.