LINCOLNSHIRE, Ill. — Retailers are increasingly embracing generative artificial intelligence and automation technologies as essential tools for driving efficiency and combating shrink, according to the 18th Annual Global Shopper Study released by Zebra Technologies Corp. The study found that 87% of retail leaders view these innovations as critical to loss prevention, even as shopper satisfaction continues to decline for both in-store and online experiences.
“Retail’s future belongs to those who connect the physical and digital worlds through intelligent workflows,” said Matthew Guiste, global retail technology strategist at Zebra Technologies. “With AI, automation and improved workflows, retailers can reduce loss and deliver the fast, seamless and personalized experiences that today’s shoppers demand.”
Shopper Expectations and Frustrations
Zebra’s latest research reveals that consumer satisfaction has dipped for the second year in a row, falling to 79% for in-store and 73% for online experiences. The figures are down from 81% and 79% last year, and from 85% for both channels in 2023.
While convenience and speed remain priorities, nearly eight in ten shoppers say discounts and promotions are most important amid persistent inflation. Shoppers also expressed frustration with operational pain points such as out-of-stocks, locked-up products, and limited access to self-checkout options—issues that underscore the growing need for real-time technology solutions in stores.
Empowering Frontline Teams
Retail associates continue to report challenges in accessing timely information, with 88% saying delays hinder their ability to assist customers, up from 82% a year ago. Most associates agree that better technology improves both their job satisfaction and performance: 87% say effective tools make their work more enjoyable and less stressful, while 90% believe technology helps them complete tasks faster.
Tackling Inventory Challenges and Shrink
Despite modest improvement over last year, more than half of shoppers still leave stores without all the items they intended to buy, often due to product unavailability or difficulty locating merchandise. Retail decision-makers acknowledge these challenges—84% cite real-time inventory synchronization as a top organizational priority.
To close these gaps, retailers plan to deploy advanced technologies such as computer vision (57%), RFID (54%), and generative AI (51%) over the next five years. These investments are expected to enhance inventory visibility, reduce shrinkage, and strengthen operational efficiency.
Profitability Gains Through Intelligent Operations
A separate Zebra-Oxford Economics study found that retailers achieved up to a 1.8-percentage-point increase in revenue growth and profitability through improved inventory management workflows. In Zebra’s latest survey, optimizing inventory processes rose nine percentage points from last year to become the top strategy retailers believe will drive profit from online orders.
In stores, automation for real-time visibility (39%) and in-store retail media networks (43%) were identified as key profitability drivers. Zebra recently expanded its retail technology portfolio with the acquisition of Elo, whose interactive display systems enable retailers to create digital media networks and enhance customer engagement.
“Shoppers want more than transactions—they want meaningful connections and frictionless experiences,” said Guiste. “With the right technology and a commitment to continuous improvement, retailers can build trust, drive loyalty, and stay competitive in an evolving retail landscape.”
Study Overview
Conducted online by MAVRIX in May and June 2025, Zebra’s 18th Annual Global Shopper Study surveyed more than 4,200 shoppers, associates, and retail decision-makers across North America, Latin America, Europe, and Asia-Pacific. The research explores evolving consumer behaviors, workforce challenges, and the technologies shaping the next era of retail.
Zebra Technologies is a provider of AI-powered solutions across industries, including retail, manufacturing, healthcare, and logistics.
