New Scandit report: Current technology is hindering customer experience, say retail store associates

With store associates reporting more demanding customers post-pandemic, new Scandit research exposes key growth opportunities for retailers and establishes a critical link between technology, productivity, and worker and customer experiences, and the impact this has on profitability - especially for an industry with tight margins. 

The company’s report asked 2,000 global retail store associates about the attributes they’re looking for in scanning related technology.

Respondents value tools that help them tackle inefficient or time-consuming tasks over more hyped technologies like AI, particularly when interacting with customers and when a sale is at stake. 

Key findings include:

• When it comes to desired features for improving scanning features, half (50%) of respondents want features that enable scanning in challenging conditions, while 45% want faster scanning capabilities, especially in volume-intensive workflows like grocery stores (21% ranked it as their top priority) for tasks such as inventory management or price checks. 

• Advanced capabilities like ID scanning (51%) and multi-barcode scanning (48%) are more desired than newer technologies like AI (35%).

  This suggests store associates value practical tools that reduce manual data entry and tedious tasks, especially given the number and frequency of items that need scanning.

• Across all daily tasks, technology is seen as most helpful for shelf management (84%), customer service (83%), and order picking for online orders (81%). 

Strong customer service is at the heart of retail loyalty, powered by knowledgeable store associates.

Yet, technology designed for customer interactions might be hindering, not helping, these crucial interactions, causing retailers to miss out on potential sales.

The research revealed that:  

• Store associates struggle to provide a smooth customer experience, due to limitations in their current technology.

  The biggest issue lies in access to useful data, seen in the top three frustrations: having to leave the customer waiting to check information (68%), the inability to answer questions effectively (48%), and not having an easy way to access relevant, up-to-date information (35%). 

• While 17% of store associates reported their devices have no impact on the customer experience, 22% say these devices actually hinder their ability to deliver better service, indicating a need for improvement. 

• 76% of store associates agree that their device plays a part in reducing manual tasks, freeing them up to spend more time with customers. However, retailers may be driving customers away by providing a poor experience due to inadequate technology. 

“It’s clear that store associates are struggling to deliver exceptional shopping experiences for customers, and our report shows that this often stems from the limitations with the current technology available to them,” says Christian Floerkemeier, CTO and Co-founder at Scandit.

“Smart data capture can play a critical role in alleviating workflow frustrations and enhancing daily tasks, which will improve worker productivity, access to insights and be a key driver of future profitability.”

“Our research will help retailers dive deeper into the specific technology desires of their employees to strategically implement solutions that will empower their frontline workforce and ultimately improve the customer experience.”