Zebra Technologies Corporation has released findings from its 18th Annual Global Shopper Study, highlighting the growing importance of generative AI and automation in retail operations. The study shows that 87 per cent of retail leaders now view these technologies as critical to loss prevention, as the sector grapples with declining shopper satisfaction and rising operational complexity.

Subramaniam Thiruppathi, Director of Sales for India and the Sub-Continent at Zebra Technologies, said retailers that succeed in the future will be agile organisations delivering a “phygital” experience through intelligent workflows. He added that AI, automation and improved processes enable retailers to provide the fast, seamless and personalised experiences that modern shoppers increasingly expect.

The research indicates that shopper satisfaction has fallen for the second consecutive year. In-store satisfaction declined to 79 per cent globally and 75 per cent in Asia Pacific including India, while online satisfaction fell to 73 per cent globally and 69 per cent in the region. These levels are lower than in 2023, when global satisfaction stood at 85 per cent and APAC online satisfaction reached 81 per cent.

Despite the decline, shoppers remain focused on convenience, speed and value. Nearly eight in ten shoppers prioritise discounts and promotions, with 78 per cent globally and 74 per cent in APAC including India citing this preference amid continued inflationary pressure. At the same time, consumers are increasingly frustrated by out-of-stocks, locked products and insufficient self-checkout options, highlighting the need for stronger operational execution.

The study also underscores the challenges faced by frontline staff. Around 88 per cent of associates globally, and 85 per cent in APAC including India, reported difficulties in accessing timely information or assistance, an increase from the previous year. However, the majority of associates believe that access to the right technology improves job satisfaction, reduces stress and enables faster task completion, reinforcing the case for digital investment.

Inventory optimisation and shrinkage mitigation remain top priorities for retailers. Almost half of shoppers still leave stores without all the items they intended to buy, mainly due to stock unavailability or difficulty locating products. Retail decision-makers are responding by prioritising real-time inventory synchronisation, with many planning to deploy technologies such as computer vision, RFID and generative AI over the next five years to improve visibility and reduce losses.

Improved inventory workflows are also delivering financial benefits. Zebra’s research with Oxford Economics shows that retailers can achieve up to a 1.8 percentage-point increase in revenue growth and profitability by optimising inventory management processes. As a result, inventory optimisation ranks among the top drivers of both online and in-store profitability, alongside automation and in-store digital media networks.

Zebra said its portfolio of retail solutions, along with recently acquired Elo technologies, is designed to enhance inventory visibility, associate productivity, loss prevention and in-store customer engagement, helping retailers remain competitive in a rapidly evolving landscape.