Vision Study Series

Elevating Retail Experiences: Empowering Associates to Enrich Customer Interactions

Go deeper into the results from Zebra's 16th Annual Global Shopper Study Series with this dedicated report that examines associates' views on the impact of technology on the retail experience.

Elevating Retail Experiences: Empowering Associates to Enrich Customer Interactions


Associates play an important role in customers' in-store retail experience, especially today. They can help bridge the digital and physical gap in the shopping experience as tech-savvy, well-informed customers embark on in-person shopping. However, as they keep elevated customer service at the forefront of their everyday role, associates feel the pressure of staffing shortages and store responsibilities. Get insights on how technology is helping to make an overall positive impact on associates' effectiveness and future outlook.



  1. Explore associates' views on navigating the omnichannel experience of customers.
  2. Learn the pressures associates feel and the role technology can provide in the customer experience.
  3. Discover how decision-makers are easing staffing challenges with self-checkout, real-time inventory visiblity and RFID to address efficiency and customer service needs.
  4. Get an inside view of associates' preferences and expectations for a more flexible and tech-inspired retail environment. 
Content Type
Vision Study Report
Read Time

6-9 minutes

  • Associates' role in bridging the gap between physical and digital shopping.
  • Elevating customer experiences with technology.
  • Overcoming staffing challenges, while keeping an eye on store profitability.
  • Technology's role in retail staffing, work-life balance and more flexible management.



of associates express frustration over performing low-level tasks versus helping customers.



of associates agree they can provide a better customer experience with technology that provides real-time inventory visibility, a 5% increase YoY.



of associates prefer collaborating with their team via a store mobile device/application, an 11% increase YoY. 

Complete the 16th Annual Shopper Study Series

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