When Zebra talks, the retail world listens - and for good reason.
As a leader in enterprise technology, Zebra has a proven track record of helping retailers connect the dots between what shoppers want, what store associates need, and how businesses can be successful. Their solutions power smarter operations, better customer experiences, and streamlined processes across the globe.
Their 17th annual shopper study - Retail Imperative: Thriving in a World of Infinite Choice - distills insights from shoppers, associates, and retail decision-makers to paint a clear picture of what it takes to succeed in today’s dynamic market. It’s based on years of expertise and a deep understanding of retail’s most pressing challenges, making it a go-to resource for anyone serious about staying ahead.
Right now, retail has never been more exciting - or more challenging. There’s a huge amount of buzz around new tech and AI but also the need to constantly do more for shoppers who expect everything to be fast, easy, and tailored just for them, whether they’re browsing online or visiting a store.
Every retailer we know wants to keep customers happy, help their store associates shine, and protect profits - so how do you do it?
Let’s jump into the key insights from Zebra’s report for some guidance.
1. Elevating CX is still number one
A good retailer lives or dies by how well they serve their customers. This is nothing new but today shoppers want - and expect - shopping to be simple, straight-forward, and stress-free. The challenge for retailers is meeting these expectations at every touchpoint - both online and in-store.
A whopping 78% of shoppers say they prefer a mix of online and in-store shopping, underscoring the importance of a unified approach. Customers expect the same ease and convenience they get online to be reflected in their in-store experiences. Whether it’s browsing products, checking availability, or making a purchase, the journey should feel effortless. One of the biggest friction points for shoppers is dealing with returns, with 82% stating they expect a simple, hassle-free process. Retailers who make this easy not only keep customers happy but build loyalty that lasts.
Personalization is another major factor driving customer satisfaction. A staggering three-quarters of shoppers report they are more likely to make a purchase when retailers understand their preferences. This means retailers must use the data they collect wisely - whether it’s recommending relevant products, offering tailored promotions, or simply remembering a customer’s past purchases. Personalization makes customers feel seen, and that connection is what keeps them coming back.
However, none of this is possible without real-time inventory visibility. Few things frustrate customers more than finding out an item they want is unavailable after they’ve gone out of their way to look for it. Real-time inventory doesn’t just help customers; it empowers associates to deliver a better service. Armed with accurate, up-to-the-minute stock information, they can provide answers on the spot, suggest alternatives, or even arrange for home delivery - all of which create a smooth, satisfying experience for the shopper.
2. Store associates have to be shopfloor superstars
Store associates are the lifeblood of your stores. They are your gems and it’s your job to help them shine. However, the reality for many of them is that their jobs have become more stressful than ever. High expectations, increasing responsibilities, and the constant pressure to deliver results are taking their toll. That’s why, to help associates be the best they can be, retailers must invest in tools and technology that make their work easier, more efficient, and less stressful.
The report found 87% of store associates feel more valued when their employer provides tools that improve efficiency. These tools aren’t just nice to have - they’re essential for reducing frustration and helping associates do their jobs well. Modern solutions, like a mobile, cloud-native POS system, ensure that associates can focus on what really matters: creating memorable customer experiences.
Task management is another area where technology can make a significant difference. A massive 85% of associates prefer managing their schedules and tasks through mobile apps. This preference highlights the importance of intuitive, easy-to-use solutions that streamline day-to-day operations. Whether it’s assigning tasks, tracking progress, or staying updated on priorities, mobile technology puts associates in control, saving time and reducing confusion.
3. Unify systems to stay profitable
Retailers are facing growing pressure to maintain profitability in a landscape defined by rising costs and heightened competition. To navigate these challenges, efficiency isn’t just a goal - it’s a necessity. The key to staying profitable lies in adopting unified solutions that streamline operations and ensure every part of the business is working in harmony.
Investing in systems that integrate inventory, sales, and customer data is a game changer. When all these elements are connected in real time, retailers can eliminate inefficiencies that lead to missed opportunities or unnecessary costs.
Moreover, integrated solutions empower retailers to make data-driven decisions. By analyzing sales trends, customer behaviors, and inventory performance, businesses can identify what’s working and what isn’t - and act accordingly. Whether it’s fine-tuning promotions, adjusting stock levels, or reallocating resources, having a single source of truth ensures those decisions are both informed and impactful.
In an era where profit margins are razor-thin, these unified systems are the backbone of sustainable growth. They don’t just help retailers keep costs down - they allow them to focus on delivering the exceptional experiences that keep customers coming back.
In summary
To wrap all this up, today’s shoppers don’t see retail through the lens of separate channels - they see one brand, and they expect it to work seamlessly wherever they choose to shop. Whether they’re browsing online, walking into a store, or using a mix of both, they want their experience to feel effortless.
Unified commerce is how retailers can make that happen.
At its core, unified commerce ensures that all customer-facing and back-end systems work together in real time. This means consistent inventory, pricing, and customer data are accessible across every channel. For shoppers, this removes common pain points, like discovering an item is out of stock in-store or navigating a clunky return process. Instead, they get a smooth, frictionless journey - from browsing to buying to post-purchase care.
With so many options at their fingertips, customers are quick to abandon brands that fail to meet their expectations. By merging in-store and digital experiences, retailers can build loyalty and keep customers coming back. For example, a shopper might browse products online, pick up their purchase in-store, and, if needed, process an exchange seamlessly - all without skipping a beat.
Unified commerce doesn’t just benefit shoppers - it’s a competitive edge for retailers. It allows businesses to stay agile, meet demand in real time, and deliver on the promises they make to customers. In an industry where experience is king, a unified approach is the key to winning hearts, minds, and market share.
And if you’d like to find out more about how to turn this vision into a reality, we’d love to talk to you.
Sitoo is an integral ISV Premier Partner for Zebra, and a key part of Zebra’s Modern Store ecosystem, where we work together to empower store associates and deliver positive shopping experiences. Sitoo POS and Unified Commerce Platform is validated on several Zebra devices, ensuring high performance, security and seamless integration. Read more about the validation.
Last updated: november 14, 2025
