Zebra's Retail Vision Study shows APAC retailers' omnichannel, digital priorities

Source: Zebra infographic.

Zebra Technologies, which provides solutions and services that give enterprises real-time visibility into their operations, has unveiled its 2017 Retail Vision Study. The research uncovers current challenges and untapped opportunities for retailers, and reveals the industry’s plan to adopt more Internet of Things (IoT) technologies.

In Asia Pacific (APAC), retailers expect sales to increasingly move from brick-and-mortar stores to online channels, bringing the physical and online platforms closer together. "Retail is no longer confined to the storefront," Lim said, pointing out that many prefer to shop at home though they may browse and try items at stores. Customers, especially Millennials, are also demanding that their online purchases be shipped as soon as possible, he said.

The continued rise of online shopping will further build the momentum for an omnichannel retail format, challenging retailers to provide unprecedented levels of convenience to drive customer loyalty. In Asia Pacific, 88% of retailers expect to support buy online, pickup in-store within the next four years to further increase omnichannel shopping.

The integration of the Internet of Things (IoT) and mobility has also  allowed customer locations to be identified and more personalised offers presented to people in-store, Lim added. By 2021, nearly 76% of retailers in APAC will be able to customise the store visit for customers as a majority of them will know when a specific customer is in the store. This will be enabled through technology such as micro-locationing, which pinpoints customers with more accuracy than with other methods.

Global estimates show how shopping journeys will change between 2016 (in black) and 2021 (in blue).

Retailers are looking to create a seamless shopper experience with 76% of APAC respondents reporting that it is important or business-critical to integrate e-commerce and in-store experiences.
To speed up checkout lines, retailers are planning to invest in mobile devices, kiosks and tablets to increase payment options. In APAC, 86% of retailers will deploy mobile point-of-sale (MPOS) devices by 2021, enabling them to scan and accept credit or debit payments anywhere in the store.

Lim Fang How, Regional Director SEA, Zebra Technologies, gives an overview of Zebra Technologies and the retail research.

Seventy-two percent of retailers in APAC rate managing big data as important or business-critical to their operations. Many of them anticipate investing in predictive analytics, software analytics for loss prevention and price optimisation, and cameras and video analytics for operational purposes and the customer experience.

According to the survey, the top sources of shopper dissatisfaction include inconsistent pricing between stores and the inability to find a desired item, whether it is out of stock or misplaced within a store. Seven in 10 (73%) retailers plan to address these issues by reinventing their supply chains with real-time visibility enabled by automation, sensors and analytics.

Ryan Goh, VP and GM, Asia Pacific, Zebra Technologies said, “The retail industry is experiencing a convergence of the physical and online worlds – which we call ‘phygital’. Shoppers today are technology-savvy and have high expectations for a digital and connected shopping experience, creating both challenges and opportunities for retailers vying for sales on all platforms.

"As the omnichannel approach picks up steam, implementing the right visibility technologies from the warehouse to the storefront is instrumental in fulfilling orders, scheduling for fast deliveries, and personalising the experience for different shoppers. Zebra is committed to helping customers strive in the dynamic retail landscape by bringing to them technology that facilitates a successful omnichannel transition and offers increased visibility into their operations, associates, inventory, and shipments.”

A TC5 Series device in the foreground with an older model in the background.

Zebra has also announced the availability of its new TC5 Series touch mobile computers, and the DS2200 and DS8100 series handheld 2D scanners in Singapore. The new devices will help retailers offer shoppers an enhanced omnichannel shopping experience.

The TC5 Series is an enterprise-grade mobile device that resembles a consumer smartphone, allowing employees to hit the ground running with minimal training. It offers robust enterprise functionality and durability that would ensure that it can withstand the rigours of field mobility. The TC5 Series also provides operational ease of support for a better total cost of ownership (TCO), as well as fast, dependable wireless connections inside or out on the field.

To ensure seamless integration, increased productivity and secure operations, the TC5 Series is supported by Zebra’s Mobility DNA, a suite of application security, development tools and mobile end-user apps.

The DS8100 enables retailers to increase the productivity of cashiers. Its superior scanning range enables cashiers to easily scan items in customers' shopping carts without leaving the register. Problematic barcodes including dense, poorly printed, dirty or damaged, as well as electronic barcodes on dimly lit displays are easily handled. Detailed DS8100 scanning performance and battery health metrics simplify the identification and correction of issues before they impact employee productivity and customer service.

Meanwhile, small- and medium-sized enterprises can benefit from upgrading to the latest 2D* scanning technology with the cost-effective DS2200 series scanners. The DS2200 series are practically ready to use out of the box with Zebra’s 123Scan software tool, which configures devices with just one scan.

Wayne Harper, ‎Senior Technical Director, Asia Pacific, Zebra Technologies said, “Zebra continues to deliver innovative products and solutions that address the exacting needs of our customers. For example, the new TC5 Series combines the user-friendliness of a consumer mobile device together with the high performance of an enterprise-grade computer, allowing the staff to start generating returns on investment (ROI) with minimal training – in the retail store, warehouse, factory, or out on the field. The DS2200 and DS8100 scanners are designed to accelerate the checkout process and deliver a seamless shopping experience in retail. The cost-effective DS2200 also helps small- to mid-sized retailers transition smoothly from 1D to 2D.”

*The research polled 1,700 retail decision makers in the apparel, merchandiser, drugstore, electronic goods, and e-commerce industries worldwide. Singapore, Thailand, Hong Kong, Japan and mainland China were part of the survey.

**1D labels offer plain text and images, whereas 2D labels have QR codes or other coding to add more information than is directly available on the label.