Self-serve drives nearly seven-in-10 shoppers’ improved satisfaction with retail associates in Asia Pacific: Study

Zebra Technologies’ 15th annual study shows steady progress in shopper satisfaction as self-serve technology frees retail associates to step-up service, speed and convenience

While nearly 75% of shoppers globally (68% in APAC) say inflation has caused them to delay purchases, they are still returning to stores. However, most shoppers (76% globally, 68% APAC) want to get in and out as quickly as  possible. And they are willing to help make that happen with their growing affinity for self-serve technology.

This is according to the 15th Annual Global Shopper Study by Zebra Technologies Corporation, a business solutions provider.

The survey was conducted between June and July 2022, collecting feedback from more than 4,000 retail decision makers, retail associates, and shoppers around the world, including APAC respondents from Australia, China,  India, Japan, and New Zealand. 

Gearing toward mobile-first retail experience

Globally, shopper interactions across self-serve solutions continue to rise with nearly half of shoppers citing they  have used self-checkouts, and almost four-in-10 used cashless payment methods, the company said in a media statement. A similar trend is observed in  APAC whereby self-checkouts are used by 47% of shoppers, while 46% of those surveyed opt for cashless payment  methods.

Forty-three percent of shoppers globally (50% in APAC) surveyed prefer paying with a mobile device or  smartphone. Over half (50% globally, 48% in APAC) prefer self-checkout, while preference for a traditional check out register staffed by a store associate has similarly declined (55% globally, 51% in APAC). 

A majority of retailers believe staffed checkouts are becoming less necessary with automation technology. Around  the world, nearly half are readying their stores, converting traditional check-out spaces to self-serve and  contactless options. These sentiments are echoed in APAC as well – 79% of retailers view staffed checkouts as less  necessary, while 53% have converted store space to self-serve areas and 52% are offering contactless options.

Consumers also continue to rely on their smartphones during shopping trips; this year’s usage indicates price  sensitivity as over half of those surveyed are checking for sales, specials, or coupons (51% globally, 48% in APAC), aligning with a good majority of shoppers (68% globally, 67% in APAC) concerned about having to reduce spending  to make ends meet. 

Overall, shoppers are ready for technological advancements, with about eight-in-10 expect retailers to have the  latest technology.

Shoppers demand an “Everything Experience”

Consumers expect a seamless experience however they shop. Seven-in-10 prefer shopping both in-store and online as well as favor online retailers that also offer brick-and-mortar locations. Convenience is king for fulfillment: most shoppers (75% globally, 73% in APAC) prefer the option to have items delivered and opt for retailers who offer in-store or curbside pick-up (64% both globally and in APAC). The same is true for reverse logistics: about eight-in-10 shoppers (80% globally, 77% in APAC) prioritize their spending with retailers that offer  easy returns. Nearly half of surveyed retailers (49% both globally and in APAC) are converting space in their stores  for order pick-up, supporting consumer fulfillment preferences. Mobile ordering continues to increase, with  around eight-in-10 shoppers and nine-in-10 millennials using it, and around seven-in-10 shoppers wanting more  retailers to offer such services.

‘With the convergence of retail channels today, retailers need to step up to meet renewed shopper expectations  and ensure a seamless experience across their offline and online platforms,” said George Pepes, APAC Vertical  Solutions Lead for Retail and Healthcare, Zebra Technologies. “Furthermore, as the retail sector heads into the  future of fulfilment, it is more important than ever for retailers to empower associates with the right technology  to better perform their tasks.”

While 79% of global shoppers (76% in APAC) are concerned about inflationary price increases on everyday  essentials, they are not necessarily leaving stores without the items they wanted due to price. Retail associates  expressed out-of-stock complaints as their number one frustration (43% globally, 38% in APAC). 

Globally, a whopping 76% of shoppers leave without the items they intended to purchase with 49% blaming it on  out-of-stocks. In APAC, the share of shoppers that do not complete their intended purchase order is lower overall  (64%), with reasons including out-of-stock products (44%) or having found better deals elsewhere (27%).

Retailers are painfully aware of such reasons; 80% acknowledge the maintenance of real-time visibility for out-of stocks as a significant challenge, needing better inventory management tools for accuracy and availability (79%  globally, 84% in APAC).

Leveraging Labor

Currently, nearly seven-in-10 shoppers are satisfied with help from retail associates, compared to only 37% in  2007. Generally, shoppers, retail associates and retail decision-makers agree shoppers have a better experience  when retail associates use the latest technology to assist them. But that is not the only benefit, particularly in the  face of labor shortages: most surveyed retail associates (78% globally, 74% in APAC) and retail decision-makers  (84% globally, 82% in APAC) agree that stores leveraging retail technology and mobile devices attract and retain  more retail associates as well. 

To further improve the shopping experience, more than eight-in-10 retailers surveyed aim to enable more retail associates or seasonal staff to help customers pick and fulfill online orders for the 2022 holiday season. This also  addresses another challenge cited by three-quarters of surveyed retailers: improving online fulfillment efficiency  (78% globally, 73% in APAC) and expense (77% globally, 71% in APAC).

“To keep up with the ever-evolving retail landscape, retailers need to embrace intelligent automation and transform the way they integrate technology into their operations. Retailers also need to recognize that associates  are a significant touchpoint to achieving long-term customer loyalty,” said Christanto Suryadarma, Southeast Asia  (SEA) Sales Vice President, Zebra Technologies Asia Pacific. “By equipping retail associates with the right  technologies and processes, retailers will be well-prepared to respond to shoppers’ needs and deliver on-demand  effectively.”


    • Asia Pacific (APAC)
      • APAC had the highest percentage of retailers (80%) who agree upskilling/reskilling current store staff is a significant challenge.
      • Holiday shoppers in APAC expect over half (54%) of their holiday purchases to be in stores.
    • Europe
      • Second only to APAC (68%), Europe (69%) has seen the lowest impact of inflation on shoppers delaying purchases, compared to other regions surveyed globally.
      • Over six-in-10 retail associates in Europe agree managing returns of online orders is a significant challenge.
    • Latin America
      • Only 68% of retailers surveyed in Latin American agree shoppers are spending less due to inflation, compared to 82% who believe they are spending less globally.
      • Nine-in-10 shoppers in Latin America have used mobile ordering, leading globally.
    • North America
      • Sixty-nine percent of shoppers surveyed in North America agree more retailers need to offer mobile ordering.
      • Over 90% of retail decision-makers surveyed say they are increasing the speed and convenience of fulfillment options for holiday orders.