Tablety oczekiwane w handlu
Dwie trzecie pracowników sklepów uważa, że tablety pomogą im poprawić obsługę klientów. Ci z kolei mają niewielkie zaufanie do detalistów.

Niemal 60 proc. osób decyzyjnych z branży handlu detalicznego planuje o ponad 6 proc. zwiększyć wydatki na komputery mobilne. Więcej niż jeden na pięć sklepów (21 proc.) zamierza podnieść o 10 proc. nakłady na tablety o zwiększonej wytrzymałości w ciągu następnych 3 lat – według badania Global Shopper Study, przeprowadzonego przez Zebra Technologies.
Ponad połowa klientów (51 proc.) uważa, że dzięki smartfonom ma lepszy dostęp do informacji o produktach niż obsługa sklepowa. Dlatego detaliści inwestują w nowe technologie, aby zmniejszyć te różnice.
Większość badanych szefów z retailu (83 proc.) jak i pracowników (74 proc.) jest zdania, że sklepy dysponujące odpowiednimi technologiami mogą podnieść standard obsługi klienta. Dwie trzecie (66 proc.) personelu uważa, że z pomocą tabletów można poprawić obsługę klienta.
To istotna sprawa, bo 42 proc. personelu twierdzi, że nie ma zbyt wiele czasu na pomoc kupującym, a 28 proc. zgłasza trudności w pozyskiwaniu informacji pomocnych klientom.
Wyniki pokazały jednak odmienne oczekiwania właścicieli sklepów i pracowników.
Niemal 80 proc. decydentów – w porównaniu z 49 proc. personelu – jest zdania, że dzięki nowym technologiom, które mogą zautomatyzować proces płatności, można ograniczyć liczbę stanowisk kasowych obsługiwanych przez ekspedientów.
Ponad połowa decydentów (52 proc.) deklaruje, że przekształca POS-y w strefy kas samoobsługowych, a 62 proc. zastępuje ją strefami odbioru towarów zakupionych online. Jeszcze więcej (55 proc.) ankietowanych przyznaje, że ich firmy odczuwają braki kadrowe.
Klienci nie ufają retailowi
Badanie pokazuje także niski poziom zaufania klientów do retailu. Tylko 13 proc. kupujących całkowicie ufa sklepom w zakresie ochrony danych osobowych. To najmniej w 10 badanych branżach. Dlatego nabywcy chcą mieć elastyczną kontrolę nad wykorzystywaniem ich danych osobowych przez sklepy – 73 proc. zgłasza takie oczekiwanie.
„Sklepy skupiają się na realizacji zamówień, ale muszą pamiętać o konieczności zapewnienia kupującym spersonalizowanej obsługi na wysokim poziomie. Branża powinna umożliwiać klientom nabywanie produktów, których oczekują, w czasie i miejscu dla nich dogodnym oraz w sposób przez nich preferowany” – radzi Jeff Schmitz, wiceprezes i dyrektor marketingu w firmie Zebra Technologies.
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Sojusz Ricoh i Zebra Technologies
Ricoh zajmie się serwisem i zarządzaniem drukiem z urządzeń marki Zebra.