14th Annual Zebra Global Shopper Study

The Next Wave of

Retail Fulfillment
Long-term changes to consumer behavior drive
retailer priorities to boost labor, fulfillment
and supply chain capabilities

Market disruption has triggered

significant changes to the
retail sector, accelerating
shifts already underway while
inspiring a new era of retail
innovation. These trends
translate into new priorities for
retailers wanting to keep up
with shopper expectations.
The Next Wave of Retail Fulfillment
14th Annual Zebra Global Shopper Study

Trends Shaping the New Consumer Economy

Contents How we got here and where we’re going
The world is emerging from the global pandemic forever changed, and the
Trends Shaping the retail sector is no exception. While last year’s survey data showed distinct
New Consumer Economy 2 changes to shopper behavior in response to the pandemic, this year’s
responses suggest that many of those changes are here to stay. Consumers
Market Watch: The Retail Evolution
by the Numbers 3 and retailers alike have doubled down on their habits.

Converging Channels Shoppers want to shop their way. They’re looking for alternatives to in-
Disrupt Fulfillment 4 store shopping or simply want to make the experience more convenient
and intuitive. Flexible technology solutions allow shoppers to engage with
Connecting With Connected retailers on their own terms.
Shoppers 5
Most decision-makers (92%) agree that more shoppers are using more
Out-of-Stocks Continue To mobile ordering. And shoppers’ expectations for mobile ordering cut
Frustrate Shoppers and Associates 6
across Food, Drug, C-Store and Mass Merchant (FDCM) segments.
Fulfillment and Returns:
Less-Than-Seamless Processes 7 Meeting Amplified Shopper Expectations
Experience Matters: Prior to the pandemic, retailers were already facing heightened customer
Online and In-Store 8 expectations because of digital disruption. The omnichannel shopping
surge has amplified those expectations while putting new demands on
Highly Valued Retail Associates 9 inventory and fulfillment.
Technology Fuels Productivity, When it comes to finding a solution, one size does not fit all segments. A
Satisfaction and Service 10
unique and innovative spin on fulfillment is vital to winning today. To deliver
Working Smarter, Not Harder 11 on demand via these new models requires agility, speed and a forward-
thinking approach to store and inventory management.
Rebuilding and Improving Trust 12
Market Upheaval Inspires Innovation
Getting Ready for the Next
“New Normal” 13 The shopper experience extends far beyond the four walls of the retail store.
Channels have converged as shoppers begin their journeys online, in-stores
Regional Findings 14 or as a combination. Technology enables a better customer experience on
Key Takeaways 15 any platform and helps to empower associates to deliver the best service
possible as the retail sector heads into the future of fulfillment.

Retail Trust and Satisfaction Gaps Revealed

While shopper satisfaction has rebounded slightly from last year (79%,
+3 pp YoY*), merchants (87%) and associates (86%) still overestimate
customers’ actual satisfaction, leaving room to close the gap. Interestingly,
associate satisfaction hinges on using technology to increase efficiency
and their overall experience.
Mobile Ordering
Continues To Increase

77% Associate Satisfaction Is Tied to

of shoppers have used m-commerce, Technology Use
up 7% from 2020 and 15%
since 2019. 70% of associates feel more positive about employers
when they provide them with useful technology,
an increase of 37% since 2019.

* Denotes year-over-year (YoY) percentage point increase or decrease.

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Market Watch: The Retail Evolution by the Numbers

Shoppers’ Perspective

Shoppers Expect No Boundaries Between in Stores and Online

m-Commerce Is the New e-Commerce Do It Yourself

Shoppers crave self-sufficiency during their shopping Takes Hold
trips and increasingly leverage their smartphones to: Most shoppers (58%)
69%
say they prefer a
agree they can find the
information they need
more efficiently on their
blend of in-store and 50% 46% 39% smartphones than by
online shopping.
asking in-store staff.
Look up store Check for sales, Browse online
information promos and coupons for products

Associates’ Viewpoint

Associates Most Important and Valuable Uses Gauging Sentiment

increasingly feel of Technology Around Advanced
the pain of inventory Retail Technology
issues—it is their
Associate concerns
top complaint, up
45% 41% 38% about being replaced by
+3 pp (YoY).*
robots grew by nearly
70% since 2019—though
Price Scan Check
they also increasingly
checks barcodes inventory believe it will help
augment their work.

Executive Decision-Makers’ Assessment

Accommodating the Cross-Channel Shopper Future Spending

Rising e-commerce is driving more interest in new warehouse and Priorities
fulfillment solutions.
8 in 10
decision-makers plan

88% 87% to increase spending

on IT, omnichannel
and store staffing
In-store pick and Warehouse fulfillment
pack solutions solutions within the next year.

* Denotes year-over-year (YoY) percentage point increase or decrease.

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Converging Channels Disrupt Fulfillment

How a new omnichannel reality heightens customer expectations and complicates
retail operations
Shoppers don’t distinguish between retail channels and have no trouble switching between
them even within a single shopping trip. Millennials and Gen Xers live in a reality where
the physical and digital retail domains are merged, and they expect seamless “phygital”
experiences. Globally, 74% of Millennials and 73% of Gen Xers surveyed prefer a blend of
in-store and online shopping.

Why Consumers Shop Where They Shop

Whether in-store or online, shoppers are motivated by the same retail basics.

In-store Online

1. Product Availability 57% 59%

67%
2. Product Selection 50% 51% of shoppers
prefer to shop at
3. Price Comparison 33% 44% online retailers
that also have a
Retailers Know It Is Time To Change brick-and-mortar
location.
Blended channels present a distinct challenge to retailers who have historically managed
brick-and-mortar and e-commerce fulfillment separately. The popularity of fulfillment streams
like BOPIS (buy online pickup in store), curbside pickup, delivery to other stores and same-day
home delivery add more operational complications.

Sixty-four percent of shoppers plan to shop in stores more as the pandemic recedes. As
foot traffic ramps up, retailers need to prioritize fulfillment, expediency and safety within
the physical retail experience. To illustrate: 65% of shoppers are concerned with sanitized
surfaces/exposure to others, and 73% of consumers prefer having items delivered rather than
picking them up. Another 60% of shoppers prefer shopping with retailers that let them pick up
orders in store, curbside or from another location such as a locker.

Retail’s Decision-Makers Feel the Pressure

The focus on fulfillment has steadily increased since 2019, as evidenced by the pressure
decision-makers report to deliver on new fulfillment priorities.

80% 78% 77% 72%

Offer a variety of delivery Reduce Increase efficiency Manage online
options and speeds expenses of of processing returns more
(+43% since 2019) online orders online orders efficiently

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Connecting With Connected Shoppers

Keeping step with new consumer habits has never been more important
Shoppers—like the retail sector itself—have been thrust into a new reality. They have
adjusted to market disruption with the adoption of new shopping habits. More segments have
expanded online, and shoppers can now go to e-commerce or mobile platforms to purchase
everything from groceries to apparel and pick it up or have it delivered within hours.

Retailers have adjusted operations to meet these new demands. This has heightened shoppers’
expectations around convenience and assortment. They now expect enhanced fulfillment
services, like BOPIS and curbside or drive-up pickup, to be given as a regular part of business,
not just pandemic-era solutions.

Mobile Ordering Millennials Gen X Baby Boomers

Has Increased
YoY Across 90% 84% 53%
Generations
+2 pp YoY* +5 pp YoY +6 pp YoY 73%
of shoppers
expect retailers
More Time Online Means More Online Shopping to use the latest
Shoppers rely on online shopping for a variety of functions beyond transactional. In addition to technology.
placing orders for delivery, shoppers’ notable uses of digital stores also include:
• Researching product prices (50%)
• Looking for competitive pricing (45%)
• Checking inventory for a specific product before visiting a store (31%)

Inventory visibility is key to shopper satisfaction. It helps connect shoppers to what they want
and gets them in the door in the first place. Without knowing ahead of their visit whether their
desired item is in stock, many shoppers may simply never visit the store. And if an item search
indicates a product is in stock, then it better be there when a customer arrives.

In addition to accessing online retail via their own devices, shoppers

also increasingly utilize in-store solutions. Technologies that enable
touchless or contactless experiences have seen large usage increases.

Associates across FDCM segments echo shoppers’ expectations that retailers use
the latest technology, with the highest expectations noted in grocery.

92% 89% 82% 84%

Grocery Drug C-Stores Mass Merchants

* Denotes year-over-year (YoY) percentage point increase or decrease.

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Out-of-Stocks Continue To Frustrate Shoppers

and Associates
If customers can’t find it, they won’t buy it
Offering the basics has become even more challenging for retailers with blended channels and
24/7 expectations. Shoppers expect to find and purchase products everywhere, anywhere,
anytime, yet 71% are leaving without items they came to buy, and among those, about half
(49%) say it was due to out-of-stocks.

Shopper Likelihood of Making a Purchase When Encountering Out-of-Stocks

Order for home delivery 65%

Pick-up item at another store location 63%

Purchase an alternative item 62%

7 in 10
Eighty-seven percent of decision-makers (and 75% of associates) believe that maintaining real- shoppers report
time visibility of out-of-stocks is a significant challenge. Associates are feeling the effects of leaving a store
inventory issues as out-of-stocks rank as their top complaint: 44% of associates say this is the without all
biggest frustration during a retail shift, up +3 percentage points from last year’s vision study. the items they
Supply chain issues that began with the pandemic continue to plague retailers across verticals. wanted.
Omnichannel inventory transparency is particularly critical for today’s uncertain supply chains
as it can help retailers overcome these challenges and better meet customer demand.

Most decision-makers and associates agree their companies need better

inventory management tools.

84% Decision-Makers
(Increase of 5% YoY*) 73% Associates
(Increase of 14% YoY)

These results reinforce the need for better, more effective solutions. Retail decision-makers are
aware that they need better inventory management tools to improve accuracy and availability
to increase satisfaction levels for both shoppers and associates.

Maintaining Real-Time Visibility of Out-of-Stocks Is a Significant Challenge Across

FDCM Segments.

90% 82% 80% 88%

Grocery Drug C-Store Mass
Merchants

* Denotes year-over-year (YoY) percentage point increase or decrease.

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Fulfillment and Returns: Less-Than-Seamless Processes

Returns and fulfillment issues are unavoidable, but the right technology can
reduce their impact
Fulfillment has splintered into multiple converging and overlapping processes. There are now a
variety of shipping and pickup options at shoppers’ fingertips, and retailers are fulfilling orders
from warehouses, micro-fulfillment centers, or even off store shelves. Managing multiple
channels smoothly requires advanced operational synchronization, real-time inventory visibility
and reliable customer communications.

Problems Peak With Pickup Services

Unfortunately, retailers are running into chronic issues when operating BOPIS or curbside
services. According to associates working in stores with pickup options, long wait times, out-
of-stocks, and customer timeliness or no-shows are among the top problems encountered
with store pickup.

Despite these issues, shopper demand for pickup and drive-up options continues. Though Nearly
73% of shoppers prefer to have their purchases delivered to them, 60% expect retailers to
let them pick up items in store, curbside or another location such as a locker or kiosk.
8 in 10
shoppers prefer
easy returns from
Returns Make or Break Customer Relationships where they shop,
Easy acceptance of online returns at the physical store can be a deciding factor for customers whether by mail
in choosing where they ultimately shop. or in store.
Managing returns also presents a host of significant challenges that are frequently complicated
by the blending of online and offline channels. According to the study, 67% of associates
(an 18% year-over-year increase) and 86% of decision-makers (a 9% year-over-year increase)
agree that accepting and managing returns of online orders is a significant challenge to
their organization.

Slightly Out of Sync On Returns

Decision-makers are confident in their business’s capacity to handle online returns and believe
their process is very streamlined. Almost 9 in 10 decision-makers surveyed highly rated their
company’s online return process (up 42% since 2019). On the other hand, store associates are
less inclined to agree, as only 70% said the same.

Associates Cite Continued Problems With In-Store Returns

Frequent Reverse No dedicated in-store

returners logistics area for returns

53% 39% 27%

Year-Over-Year Increase

+18% +39% +13%

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Experience Matters: Online and In-Store

Thanks to e-commerce and smartphone apps, customers can shop wherever and
whenever they want
Today’s customer experience is at home, on the fly, with a kiosk, in the store—it can take
place virtually anywhere. Whether in-store, online or via mobile, shopper satisfaction continues
to hinge on expectations for convenience, accuracy and safety.

The In-Store Shopping Experience

Shopper satisfaction with the in-store experience has slightly rebounded from the height of the
pandemic but remains lower than it was in 2019.

Retailers are largely unaware of the satisfaction gaps that exist within the specific functions of
the in-store experience. Shopper satisfaction is lowest for ordering out-of-stock items on the
spot, with a 50% gulf between shoppers’ ratings and decision-makers’ perceptions. A similar
difference of opinion exists regarding online shopping and the in-store returns and exchange
In-store technology
process. Shopper satisfaction with online fulfillment and payment options has improved, but
that enables
retailers believe satisfaction levels are much higher than customers report.
contactless shopping
experiences has
Gauging the Gap: Shoppers Leave Room for Retailers to Close Satisfaction Gaps grown tremendously.
Over six months,
Decision- shoppers used:
Shoppers Associates
Makers

Ability to order out-of-stock items on

54% 71% 81% 47%
the spot
18%
Returns or exchange process 65% 79% 84%
Self-checkout
Staff equipped with mobile devices to
59% 74% 83%
help with finding items
34%
Return or exchange an item in store or
other physical location
58% 76% 82%
55%
Availability of item pick-up in store or Cashless payment
other location
62% 79% 82%

Delivery timing 69% 74% 80% 25%

67%

One bright spot is seen in customer satisfaction around in-store Personal shopping
health and safety (+5 pp YoY*), a sign that many retailers have device provided by
successfully adjusted to changing protocols for the moment at hand. the store

* Denotes year-over-year (YoY) percentage point increase or decrease.

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Highly Valued Retail Associates

Knowledgeable and empowered store associates are critical to delivering better retail experiences
In the wake of unprecedented market disruption, shoppers and retailers have realized the profound importance of associates. It
is increasingly critical to reinforce the store associates as a high-value role, essential to achieving long-term customer loyalty.
As a retailer’s largest expense, attracting, training and retaining talent requires investment in the people and tools to enable
them to work with optimal efficiency, accuracy and speed.

Delivering Better Service

Alongside out-of-stock complaints (44%), the biggest frustrations of retail associates working in in-store sales or customer
support roles include customer requests like price checks (35%) and requests for product information (33%), which can derail
associates on the floor from the task at hand. Many associates also feel they have too little time to help customers because
they’re occupied with other low-level tasks (32%).

Key Technologies Associates Say Help Them To Create a Better Customer Experience:

82% 76% 72% 70%

Real-Time Workforce Task Social
Inventory Scheduling Management Distancing or
Visibility Software Software Contact Tracing
Applications

67% 62% 61% 57%

Ring Ultra-High Artificial Cobots,
Scanner Frequency Intelligence Robots,
(UHF) RFID Intelligent
Automation

Building Mutual Trust With Their Employers

While associate trust in their employer has improved, decision-makers do not recognize large gaps still exist, especially when it
comes to ensuring manageable workloads. As the retail experience becomes increasingly digitalized, providing enhanced
training helps associates feel confident they can use the technologies, devices and processes necessary to handle
omnichannel operations.

Trust in Employer Workplace Issues

Ensure associate Ensure stores are Provide adequate training

% Completely/
workloads are adequately staffed with to handle increases in
Somewhat Trust
manageable associates online orders and returns

Decision-Makers 90% 88% 90%

Associates 74% 77% 80%

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Technology Fuels Productivity, Satisfaction and Service

Shoppers and associates use technology in their everyday lives, shaping their expectations
for the retail experience. Shoppers have become increasingly savvy using technology to
browse or check out.

Making the Move to Self-Checkout

Retailers benefit from converting point-of-sale space or front-of-store checkout areas into self-
checkout. Self-checkout is vital in creating a more socially distanced and health-conscious
retail environment, limiting interactions between customers and store staff.

of decision-makers agree they are

86% seeing a positive return on investment.

Most decision-makers
say they currently use
Associates realize the impact that upgrading to self-checkout can have on store staff. Their task management
responses are both positive and cautious. While 75% of associates believe that self-checkouts software (50%) and
free them to focus on higher priority tasks and better serve customers, 78% think that self- real-time inventory
checkouts have resulted in hiring fewer people and investing that money elsewhere (87% of visibility (49%), with
decision-makers share this belief as well). Both store associates (72%) and decision-makers more deployment
(78%) say that self-checkouts have increased idle time for associates on the floor. expected over the
next year. Within
Harnessing the Power of Analytics the next five years,
the deployment of
Implementation of new technology and an influx of data can be overwhelming. An intuitive,
integrated system can leverage artificial intelligence to synthesize information and deliver these two software
powerful analytics. Most associates believe analytics will aid in completing daily tasks. solutions is estimated
to reach 98% and
Associates Agree on Technology Use in Their Work 94%, respectively.

72% 70% 73% 58%

Prefer automatically Would rather Want to manage Agree the use
prescribed tasks for manage tasks via their schedule via of robots would
managing their day a mobile device/ a mobile device/ help augment
vs. reading reports or application application their work
figuring out the right
tasks on their own

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Working Smarter, Not Harder

From the warehouse to the shop floor, technology introduces time saving solutions to
the customer and associate experience
The most successful retailers recognize that when you elevate associates’ work, they elevate the
customer experience. These retailers are putting a device in every associate’s hand to empower
them to do higher-value work and spend more time with customers. The right mobile devices and
apps can help unlock efficiencies in the back room and the aisles. Investing in technology improves
task management and scheduling, communication and collaboration, and inventory visibility.

Unlocking Potential With Mobile Technology

Associates say verifying prices, scanning barcodes and checking inventory are the top
essential and valuable uses of technology. Associates and shoppers agree that handheld
mobile computers, barcode scanners and wearables improve the customer experience.

Associates Agree They Can Provide a Better Customer Experience Using Technology

Handheld mobile computers Handheld barcode

Wearable computers
with scanners scanners

85% 84% 69%

+3 pp YoY* +4 pp YoY +7 pp YoY

Top Three Benefits

of Mobile Devices 1 2 3
According to Store Finding a Finding a Answering a
correct price product customer question
Associates:

Mobile Device Deployment Plans Associates

agreeing that
Within One Year Within Five Years wearables improve
the customer
Smartphones 84% 97% experience
increased
Handheld Barcode Scanners 82% 98%

Mobile Point-of-Sale Devices 82% 97% 33%

since 2019.
Barcode Label or Thermal Printers 83% 97%

Handheld Mobile Computers with Scanners 80% 96%

* Denotes year-over-year (YoY) percentage point increase or decrease.

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Rebuilding and Improving Trust

Retailers overestimate the level of trust shoppers have in them
A large trust gap exists between shoppers and retailers. More than half of decision-makers
surveyed (55%) believe they are completely trusted to fulfill online orders as promised, but
only 38% of shoppers indicate complete trust in retailers. Even retail associates are wary
of their employers’ capabilities, with only 51% completely trusting their employer’s ability to
deliver or fulfill customers’ online/mobile orders as promised.

To improve this level of trust, retail decision-makers are increasingly embracing solutions
that elevate the contributions of front-line staff and improve how inventory is planned and
executed in stores and the broader supply chain.

Fulfillment Trust Gap Between Retailers, Associates and Shoppers

55% 38% Only

of decision-makers think of shoppers
shoppers completely trust
their company to fulfill online
completely trust
retailers to fulfill online
4 in 10
shoppers
orders as promised orders as promised
completely trust
retailers to fulfill
online orders as
49% 51% promised.

of decision-makers think of associates

associates completely trust completely trust their
their company to fulfill online company to fulfill online
orders as promised orders as promised

Health and Safety Trust Gap Also Revealed

In addition to closing the fulfillment trust gap, retailers still have work to do when it comes to
consumer confidence regarding health and safety, too.

Health and Safety: Customer Trust in Retailers vs. Decision-Makers’ Opinions

Make health and Clean and disinfect Adhere to health

safety a priority surfaces regularly and safety protocol

Shoppers 70% 76% 78%

Decision-Makers 91% 94% 91%

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Getting Ready for the Next “New Normal”

The technology and operational priorities defining retail’s future
What does the future of fulfillment look like? While it is impossible to predict, remarkable market
disruption makes it clear that success depends on a retailer’s ability to be agile and empower
its associates. For long-term results, retailers must better manage inventory and orders in our
on-demand, blended channel world.

Room for Improvement

Decision-makers say future changes to their store operations are driven by the need to
accommodate a blend of in-store and online channels.

Decision-Makers’ Top Five

Emerging technologies over the next five years:
Nearly

1. Distributed Order Management 9 in 10

associates and 90%
2. Advanced Order Fulfillment of decision-makers
rate stock availability
3. Real-Time Store IoT Platform
and ordering as a
4. Unified Commerce Ecosystem top area important
to improve with
5. Workforce Management Software technology.

Changes Driving the Future of Store Operations

• Providing seamless customer experience between online and brick-and-mortar
• Facilitating mobile ordering
• Buy/reserve online and pick up in store
• Shift to online sales
• In-store purchase shipped to home

Shoppers have a digital-first mindset. It’s time that retailers did, too. Digital transformation
is not easy, but it’s necessary in a world moving at today’s insanely fast speeds. Streamlined
workflows, more inventory transparency, and an empowered workforce—all enabled by
technology—combine to create a better customer experience, whether online or in-store.

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Regional Findings

North America Europe

• Associates in North America are the least • Decision-makers surveyed in Europe (the
concerned (46%) about being replaced by United Kingdom, France, Germany and Italy)
a robot. feel the most pressure to manage online
• Shoppers in North America ranked the highest returns more efficiently, at 79% compared to
(82%) in preferring retailers that offer easy the global total of 72%.
returns, yet the lowest (62%) in rating a retailer’s • EMEA shoppers ranked the lowest in their
online return process. preference for retailers that let them pick up
items in-store, curbside or another location,
such as a locker.

Latin America Asia-Pacific

• Shoppers in Latin America (Mexico, Brazil, Chile • Returns are less of a driver for consumers in this
and Colombia) are most satisfied with the online region (including China, Japan, India, Australia
shopping experience: 83% report satisfaction, and New Zealand). Only 72% surveyed said
compared to the global total of 74%. they prefer easy returns, compared to the
• While 60% of decision-makers agree they need global total of 78%.
to increase efficiency and processing of fulfilling • Interestingly, 82% of APAC decision-makers
online orders, it is significantly less than the agreed they need to reduce the expenses of
global total of 78%. online orders, the highest of any region.

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Key Takeaways

Digitally savvy shoppers and associates expect retailers to employ the latest technology. Mobile ordering
and online shopping, in general, continue to increase as shoppers take advantage of services like BOPIS
and curbside pickup, even more so than they did in 2020.

Shoppers are happy to get back to stores. However, after such dramatic growth in digital, it is clear that
shoppers see little difference between retail channels. Operationally, retailers need to get the basics right:
product availability, price transparency, safety, contactless store experiences and easy returns.

Powered by mobile and e-commerce, the shopping experience is now an “everywhere” experience. Despite
slight improvements in overall satisfaction, shoppers are not nearly as satisfied as retailers think they are—
and the largest gaps in satisfaction are related to fulfillment.

Though associate trust in their employer is up this year, issues remain with the work and the workforce.
Associates want a better day-to-day experience at work and believe that technology can help them deliver
enhanced customer service. Moreover, associates increasingly view their employer more positively when
provided with mobile devices and technology to do their job.

Technology is the key to better fulfillment and real-time inventory transparency. Fulfillment-driven solutions
are now the top trends decision-makers say will emerge over the next five years. To meet today’s on-demand
consumer expectations, retailers are looking to facilitate the blending of online and in-store operations.

About Zebra
Zebra (NASDAQ: ZBRA) empowers the front line of business in retail, manufacturing, transportation and logistics,
healthcare, and other industries to achieve a performance edge. We deliver industry-tailored, end-to-end solutions
that intelligently connect people, assets and data to help our customers make business-critical decisions.

Your Partner in Future-Forward Fulfillment

To learn how Zebra can help your retail operation deliver seamless efficiency across capabilities, please visit
www.zebra.com/retail

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