Schaumburg, Ill. -- A holiday shopping study released Wednesday by Motorola Solutions found that technology continues to radically transform the traditional holiday shopping experience, as 61% of surveyed retail managers believe that shoppers are better connected to information than in-store associates, increasing from nearly 59% in 2011 and 51% in 2010.
Surveyed shoppers echoed a similar sentiment – as nearly one-half (46%) of Gen Y shoppers, 38% of Gen X shoppers and 32% of Boomer shoppers felt better connected to product information than associates.
According to the study, the increasing utilization of shopping-related technologies is having an impact on the shopper experience across varied age demographics. Key findings include:
“It is clear that retailers who embrace technology to enable their store associates to directly engage shoppers are creating differentiation through customer service,” said Eduardo Conrado, SVP and chief marketing officer, Motorola Solutions. “With nearly one-half of surveyed shoppers stating that they have a better experience when retail associates use the latest technology, retailers’ adoption of the right technology that targets shoppers of various age groups will help drive greater customer satisfaction and increased sales opportunities.”