Retailers are feeling the strain as they try to hold on to margins and keep service levels steady. Shoppers want quick, simple experiences, yet stores are dealing with labour shortages, rising costs, and uneven stock levels. Findings from Zebra Technologies’ latest Global Shopper Study show how these pressures are pushing retailers to invest more in automation, real-time stock data, and generative AI to cut losses and keep operations moving.
Customer satisfaction has dropped again this year, both online and in physical stores. People still care about speed and convenience, but they’re running out of patience when products aren’t available, when items are locked behind counters, or when checkout takes too long. Higher prices have also made shoppers more sensitive to discounts and deals. For senior retail leaders, these trends make it clear that long-standing store models aren’t keeping up with what customers now expect.
How retailers are trying to turn technology into value
The study points to a shift toward more connected store operations. Many front line staff say they struggle to get the information they need when speaking with customers. They also say better tools would make their work less stressful and help them serve people faster. When staff can’t find answers or locate stock, sales slip away.
This is why many retailers are looking at technology that can deliver clear and measurable gains. Stock accuracy is high on that list. When stores know what they have on shelves and in the back room, they can avoid missed sales, plan replenishment more accurately, and make smarter fulfilment choices. A separate study by Zebra and Oxford Economics found that better inventory processes were linked to up to a 1.8% lift in both revenue growth and profit.
A practical example is now taking shape in many stores. Instead of having staff walk the aisles to check shelves, retailers are using tools like computer vision, RFID, or AI models to spot empty spaces, detect unusual patterns, and send tasks straight to the right employees.
The hurdles slowing adoption
Even with growing interest, retailers face well-known roadblocks. Many still don’t have a single, reliable view of inventory in their channels. When store systems, ecommerce platforms, and supply-chain tools don’t talk to each other, delays and errors creep in, and customers and staff feel the impact.
People and process issues also get in the way. Staff who don’t receive training or consistent tools struggle to use new systems. At the same time, digital teams, supply-chain teams, and store operations don’t always agree on how data should be managed or which processes need redesigning. As the study shows, early pilots often stall when organisations haven’t committed enough effort to data quality, integration work, or cross-team alignment.
Most decision-makers agree that better inventory insight and loss prevention can’t wait. Eighty-four percent of retail leaders say real-time inventory sync is now at the top of their technology priorities. Many also expect to roll out computer vision, RFID, and generative AI in the next five years.
Different regions, different pressures
The study also highlights how store challenges vary around the world:
- In Asia-Pacific, 84% of associates say AI will help them work more efficiently.
- In Europe, real-time inventory sync has become a stronger pressure point than pricing or promotions.
- In Latin America, more shoppers say they leave stores without everything they planned to buy because items aren’t available.
- In North America, 80% of associates say tracking out-of-stock items in real time is still hard to manage.
The gaps show that retail strategies need to be flexible. What works in one region may not work in another, especially when labour models, supply chains, and store formats differ.
What’s next for retailers
The findings suggest that the industry is shifting from small tests to broader changes in how stores run. Leaders are now looking at automation and AI with a sharper focus on results – lower shrinkage, better stock accuracy, and smoother customer journeys. To get there, they’ll need strong data foundations, clear training plans, and store teams who feel confident with new tools.
If retailers can strike that balance, they may be able to build stores that run more smoothly, adapt more easily, and meet the day-to-day expectations of shoppers who have more choices than ever.
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