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:
- 64% of Gen Y and 52% of Gen X shoppers used their personal mobile device for shopping-related activities compared to only 37% of Boomer and less than 15% of pre-Boomer shoppers.
- 46% of Gen Y and 36% of Gen X shoppers agreed that they can more readily locate information on their personal mobile device rather than asking a store associate for assistance. Only 19% of Boomer and less than 12% of pre-Boomer shoppers agreed.
- 54% of Gen Y and 43% of Gen X shoppers were likely to access guest Wi-Fi for shopping-related activities. This compares with 34% of Boomer shoppers and 20% of pre-Boomer shoppers.
- Boomers are four times more likely to increase their spending as the result of a helpful associate than by using self-service technology.
- 47% of respondents asserted they have a better experience when sales associates use the latest technologies to assist them.
- 48% reported that helpful store associates motivated them to spend more in-store.
- More than half of 72% of shopping-related walkouts resulted in lost sales – an average loss per abandonment of $156.
- 63% of store managers agree that they need more real-time information to better ensure customer satisfaction.
“It is clear that retailers who embrace technology to enable their store associates to directly engage shoppers are creating differentiat