Zebra Technologies’ 18th Annual Global Shopper Study signals a reset moment for retail operations. Shopper satisfaction has declined for the second consecutive year, even as retailers ramp up investment in AI, automation, and intelligent workflows. In Asia Pacific, including India, leaders increasingly view generative AI and automation as core levers for loss prevention, inventory accuracy, and frontline productivity—not optional add‑ons.
Shopper Expectations and Satisfaction Declines
The study shows in‑store satisfaction dropping to 79% globally and 75% in APAC (including India), while online satisfaction falls to 73% globally and 69% in APAC. These figures are down from 85% global satisfaction (both in‑store and online) and 81% APAC online satisfaction in 2023, highlighting a steady erosion in perceived experience quality.
Inflation continues to shape behaviour: around 78% of shoppers globally, and 74% in APAC including India, now prioritise discounts and promotions. At the same time, customers express frustration with out‑of‑stocks, locked‑up products, and limited self‑checkout options—pain points that directly link to inventory visibility and store process design.
GenAI and Automation in Loss Prevention and Operations
A key headline finding is that 87% of retail leaders now consider GenAI and automation critical for loss prevention, signalling a shift from traditional approaches to AI‑driven detection and intervention. Retailers are looking to combine AI‑powered video, sensor data, and transactional analytics to detect shrink, fraud, and process gaps in real time.
In APAC including India, 84% of store associates believe AI will help them become more productive, reflecting growing acceptance of AI‑driven tools on the frontline. This alignment between leadership intent and associate sentiment positions the region to accelerate AI‑enabled use cases such as exception‑based auditing, predictive replenishment, and automated compliance checks.
Frontline Technology Gaps and Workforce Impact
The research underlines persistent friction for staff. Globally, 88% of associates report challenges in obtaining timely assistance or information, up from 82% last year, while in APAC including India the figures are 85% and 76% respectively. These delays directly affect service quality, particularly when associates cannot quickly access inventory data, product details, or order status.
More than eight in ten associates (87% globally and 84% in APAC including India) say effective tools make their work more enjoyable and less stressful, and 90% globally (86% in APAC including India) believe the right technology helps them complete tasks faster. This reinforces the business case for investing in mobile devices, real‑time inventory systems, and AI‑assisted decision support as part of workforce strategy, not just IT modernisation.
Inventory Accuracy, Shrinkage and Tech Roadmaps
Inventory gaps remain a primary source of lost sales and customer dissatisfaction. Almost half of shoppers are still leaving stores without all intended items—52% globally (down from 57% in 2024) and 47% in APAC including India (down from 49%). Out‑of‑stocks and difficulty locating products are key drivers of this leakage.
To address this, 84% of global retail decision‑makers, and 85% in APAC including India, identify real‑time inventory synchronisation across channels as a top priority. Over the next five years, many plan to deploy computer vision (around 57% globally, 55% in APAC including India), RFID (54% globally and in APAC including India), and GenAI (51% globally, 62% in APAC including India) to improve inventory visibility and reduce shrinkage. These investments signal a shift toward “intelligent operations” where stock, pricing, and promotions are continuously optimised.
Profitability Levers: Intelligent Operations and Retail Media
Zebra’s parallel research with Oxford Economics finds that improvements in inventory workflows can deliver up to a 1.8‑percentage‑point uplift in both revenue growth and profitability. In the Shopper Study, optimising inventory processes emerges as the leading lever to boost online profits, with a nine‑point jump in prioritisation, and ranks among the top three drivers for in‑store profitability.
For stores, the main profit enablers include automation for real‑time inventory visibility, inventory optimisation, and in‑store digital advertising and retail media networks. With Zebra’s acquisition of Elo, retailers can pair back‑of‑house optimisation (printers, mobile devices, labels) with front‑of‑house engagement (interactive displays, kiosks, retail media), creating a closed loop between inventory accuracy, loss prevention, shopper engagement, and monetised media space.
