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Retailers’ Technology Investments Leading to Better In-Store Experience: Shopper Satisfaction Up 23 Percent Since 2008

December 20, 2013

Annual Motorola Solutions’ Holiday Shopping Study finds more than 60 percent of in-store associates offered purchase and ship options highlighting need for providing choices to shoppers

SCHAUMBURG, Ill. – Dec. 20, 2013Motorola Solutions, Inc. (NYSE: MSI) today unveiled the results of its seventh annual Holiday Shopping Study which found that overall in-store satisfaction has grown 23 percent in the last six years. Meanwhile, satisfaction with the checkout process and the availability of store associates has increased 32 percent and 23 percent respectively since 2008. Retailers need to continue to offer choice and options to shoppers across all channels – online, in-store and mobile. Shoppers also reported a dramatic increase in use of their smartphones for shopping-related activities including mobile couponing.

Some shoppers continue to prefer self-service while others want store associate assistance and engagement. This includes equipping associates with innovative technology to answer questions and enable a faster check-out experience. Across the retail environment including online, mobile and in the store, technology solutions are helping retailers enable and improve every aspect of the shopper’s experience.

KEY FACTS

Boosting Sales with Technology-Equipped Store Associates

  • Eighty percent of retail associates agreed that improving in-store communication between staff and managers would have a significant positive effect on shopper satisfaction.
  • Forty-five percent of shoppers would buy at least 50 percent more merchandise from retailers that provided better customer service.
  • Almost six in 10 shoppers (58 percent) have a better shopping experience when store associates use handheld mobile computers to provide pricing and product availability information. More than 65 percent of store associates agreed that they could better serve customers with these technologies.
  • Retailers can recover 68 percent of out-of-stock (OOS) incidents if they are prepared to offer shoppers the option to order the items before leaving the store and shipping the items to their homes.
  • Sixty-one percent of store associates offered purchase and ship options beyond traditional in-store purchases. Approximately 35 percent of store associates were able to offer online or mobile ordering with in-store pick up for OOS items and 30 percent could ship OOS items bought in-store to shoppers’ homes.
  • Mobile point of sale (MPOS) solutions enhanced the experience of 48 percent of shoppers while 52 percent of retail associates recognized the positive effect of mobile checkouts.

The Mobile Shopping Experience

  • Fifty-four percent of all store associates still report that shoppers are better connected to product information than they are, but retailers are closing the gap as this figure dropped 5 percent from last year.
  • Sixty percent of surveyed retail associates recognize the positive effect of mobile loyalty account access on the shopper experience.
  • More than eight in 10 (81 percent) Gen Y shoppers and nearly three-quarters (73 percent) of Gen X shoppers used their personal mobile device for shopping-related activities.
  • Forty-five percent of shoppers reported using their mobile device for mobile coupons, representing a 7 percent increase from last year. But, 43 percent of shoppers reported dissatisfaction with the availability of mobile coupons.
  • Less than one-third (29 percent) of shoppers reported finding information faster on their smartphones than asking a store associate for help.

SUPPORTING QUOTE

Eduardo Conrado, , senior vice president, Marketing and IT, Motorola Solutions
“Retailers have better equipped their stores and associates with technology in a meaningful way during the last six years resulting in a better shopping experience and a significant leap in in-store shopper satisfaction. By enabling more associates with technology and offering self-service shopping options, retailers are not only increasing sales but also driving greater customer satisfaction."


SURVEY BACKGROUND AND METHODOLOGY:

  • Two complementary surveys were fielded in North America throughout November and December 2013: one targeted to shoppers and one targeted to in-store associates, staff and in-store managers.
  • The surveys were designed to reveal the experiences and attitudes that each group has toward the use of certain shopping technologies and the impact on customer satisfaction.
  • Respondents to the shopper survey were selected from the Research Now Consumer panel to represent a general distribution of the consumer population over 18 years of age. The shopper survey was completed by 1,371 respondents without knowledge of Motorola Solutions’ sponsorship.
  • Gen Y shoppers represent people between the ages of 18 and 34.
  • Gen X shoppers represent people between the ages of 35 and 49.
  • Boomer shoppers represent people between the ages of 50 and 64.
  • Pre-Boomer shoppers represent people older than age 65.
  • The Associates survey was completed by 462 respondents without knowledge of Motorola Solutions’ sponsorship. The Research Now Business panel represents a wide range of experienced in-store associates who work in full-time or permanent part-time positions.
  • The e-Rewards® Opinion Panel, operated by Research Now, is the largest "by-invitation-only" online research panel serving more than 900 research firms with over 3 million respondent members.

SUPPORTING RESOURCES

Motorola NRF Website: Motorola Solutions NRF 2014
Website:
Motorola Solutions Retail Solutions
Website:
Motorola Solutions Retail Press Kit
Twitter:
Motorola Solutions Retail
Facebook: Motorola Solutions

About Motorola Solutions
Motorola Solutions is a leading provider of mission-critical communication solutions and services for enterprise and government customers. Through leading-edge innovation and communications technology, it is a global leader that enables its customers to be their best in the moments that matter. Motorola Solutions trades on the New York Stock Exchange under the ticker “MSI.” To learn more, visit www.motorolasolutions.com. For ongoing news, please visit our newsroom or subscribe to our news feed.

Contact Information

Motorola Solutions Newsroom
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Motorola Solutions Newsroom
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Division
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motsolutionsnewsroom@motorolasolutions.com
Bill Abelson
Name
Bill Abelson
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+1 631-738-4751
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+1 917-952-2551
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bill.abelson@motorolasolutions.com
Wan Lin
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Wan Lin
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Industry Analyst Relations Lead
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Motorola Solutions
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+1-847-576-1017
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+1-847-521-6319
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Wan.Lin@motorolasolutions.com

Notes To Editors

MOTOROLA, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license. All other trademarks are the property of their respective owners. ©2013 Motorola Solutions, Inc. All rights reserved.