Shoppers want seamless store-online experience: survey

A customer checks products online. More and more consumers expect a seamless experience between stores and online - VNS Photo

The 13th annual Global Shopper Study said there was a 60 per cent increase in online orders in the last three months.

In the Asia Pacific including Viet Nam 70 per cent of shoppers preferred delivery of items rather than picking them up at a store, while 65 per cent of people who like to shop at stores preferred contactless payment options.

“Issues such as lack of stock, lack of product variety, online delivery costs, and timing and returns contributed to a significant decline in [both] in-store and online satisfaction among shoppers in 2020, our study found,” Tracy Yeo, country lead for Viet Nam, Zebra Technologies Asia Pacific, said.

“Retailers in Viet Nam are aware that success relies on improving the shopper experience. In order to provide a more seamless and satisfying omnichannel experience, these retailers must invest in analytics, mobile ordering, smart checkout and other retail technology solutions that can enhance efficiency and accuracy.”

The survey said retail decision-makers and store associates have seen a dramatic increase in the need for convenience and efficiency as the pandemic has catapulted shoppers’ usage and affinity for mobile ordering and smart checkout solutions.

Mobile orders, using smartphones and tablets, have seen tremendous growth and been instrumental in helping maintain social distancing and adherence to local guidelines.

Seventy two per cent of shoppers have ordered from mobile devices and 82 per cent of them are “highly likely to continue using it.”

Half of surveyed shoppers have interacted with self-checkouts in the last six months and more than 60 per cent agreed they provide an improved customer experience.

The Global Shopper Study analyses the attitudes and behaviours of shoppers, retail associates and retail executives, and examines the retail and technology trends impacting shoppers’ purchasing behaviours, both in-store and online.

This year it surveyed 4,175 shoppers, 577 retail associates and 412 retail executives in North America, Latin America, the Asia-Pacific, Europe, and the Middle East in August - September 2020.