Shoppers Have More Information Than Store Associates, Motorola Says

The majority of surveyed retail associates surveyed by Motorola (55 percent) believe that 2010 holiday season’s shoppers were better connected to consumer information than in-store associates, particularly because consumers have online shopping tools and mobile phone applications that allow price comparisons, access to coupons and social-networking.

Motorola says that retailers that aren't investing in technology to stay ahead of increasingly tech-savvy shoppers are hurting their own bottom line. Nearly three in 10 (28 percent) store visits ended with an average of $132 unspent due to abandoned purchases driven by deal-habituated behavior, out-of-stocks, limited store associate assistance and long check-out processes, Motorola estimates.

On a positive note, the survey indicates that when surveyed shoppers received guidance from a retail associate armed with a handheld mobile computer, over four in ten (43 percent) reported the device improved their shopping experience. The survey also notes that an overwhelming majority of retailers - 87 percent - believe that shoppers can easily find a better deal so customer service - aided by access to real-time information -- is 'more important than ever.

Motorola Solutions Media Center - Press Releases - 55 Percent of Retailers Cite Shoppers as Better Connected To Information than Store Associates, According To Motorola Solutions Survey