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Shopping Study Agrees that the Experience is Everything

Posted by Amanda Honig

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January 7, 2015 at 8:22 AM

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A few weeks ago I went to see the third installment of the Hunger Games franchise, Mockingjay. The best part of going to the local movie theater, is that it is situated in the middle of an outlet shopping mall. Ironically, that’s also the worst part of going to the movies.

A casual ‘let’s just take a walk around and window shop before going home.’

Turns into ‘what a cute [insert item I don’t need here], and what a great deal, I’d be stupid to not buy this.’

And just like that the impulse buy is born…and I’m down $60 bucks.

On this particular visit, a sweater at a popular woman’s clothing & accessories store caught my eye. They did not have my size but on my way out I saw this cute black clutch, perfect for a cocktail party or girl’s night out. I did not need this clutch (obviously) but it was 50% off and you can’t pass up a deal like that. With my impulse buy in hand I made my way to the register.

The longer I waited in that line the more I started to question my potential purchase, ‘do I really need this?’ In those 5 minutes of waiting, with no forward progress, I had convinced myself that this bag was not worth the wait and completely abandoned the purchase. This was a double failure for the retailer; not only did they lose a sale that day, they lost potential future sales given how frustrated I was.

I’m not alone in my frustration with the checkout process. According to a 2014 Shopping Study, only 33% of customers said they were ‘very satisfied’ with the in-store checkout and payments process and less than 25% said they were ‘very satisfied’ with customer service and associate availability. In that same survey almost half of shoppers said they would buy up to 50% more merchandise from retailers that provided better customer service. That’s huge upside potential by just improving customer service.

Zebra Technologies recently launched mobile computing products to help Retailers stop impatient customers from walking out of their stores empty handed. Products that include Mobile Point of Sale technologies (mPOS) like the MC40 and TC70 mobile computers. These devices combine scanning, signature capture and payment technology that allow associates to engage directly with customers and provide line busting right on the store floor. This not only improves the shopping experience, but keeps customers from doubting their need for a cute black clutch.

Find out more about how Zebra is helping Retailers improve the customer shopping experience here.

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About the author: Amanda Honig is the Global Product Marketing Manager for Handheld Enterprise Mobile Computers at Zebra Technologies. Amanda works closely with Zebra’s product development and regional marketing teams to introduce new mobile computing solutions to customers across all industries.

Topics: Mobility, Retail, Point of sale, APAC, North America, Latin America, EMEA, Omnichannel