Motorola survey finds tech investments boost customer satisfaction
Scaumburg, Ill. - Overall in-store satisfaction has grown 23% in the last six years. Meanwhile, the annual Motorola Solutions Holiday Shopping study shows that satisfaction with the checkout process and the availability of store associates has increased 32% and 23% respectively since 2008.
Survey results also show that 80% of retail associates agreed that improving in-store communication between staff and managers would have a significant positive effect on shopper satisfaction, and 45% of shoppers would buy at least 50% more merchandise from retailers that provided better customer service.
Other findings include:
• Almost six-in-10 shoppers (58%) have a better shopping experience when store associates use handheld mobile computers to provide pricing and product availability information. More than 65% of store associates agreed that they could better serve customers with these technologies.
• Retailers can recover 68% of out-of-stock (OOS) incidents if they are prepared to offer shoppers the option to order the items before leaving the store and shipping the items to their homes.
• Sixty-one percent of store associates offered purchase and ship options beyond traditional in-store purchases. Approximately 35% of store associates were able to offer online or mobile ordering with in-store pick up for OOS items and 30% could ship OOS items bought in-store to shoppers’ homes.
• Mobile point of sale (MPOS) solutions enhanced the experience of 48% of shoppers while 52% of retail associates recognized the positive effect of mobile checkouts.
“Retailers have better equipped their stores and associates with technology in a meaningful way during the last six years resulting in a better shopping experience and a significant leap in in-store shopper satisfaction,” said Eduardo Conrado, senior VP marketing and IT, Motorola. “By enabling more associates with technology and offering self-service shopping options, retailers are not only increasing sales but also driving greater customer satisfaction."