O N E P L AT F O R M
CONNECTING EVERYTHINGTECHSPECTATIONS:CONSUMER DEMAND FOR DIGITAL
TRANSFORMATION IN RETAILINTRODUCTIONCONTENTS

Looking at the current state of the retail industry,
online retail has benefitted from faster payments,
consumer personalization and profile building.
These elements are embedded into the fabric of an
improved shopping experience and a step towards
achieving digital transformation in retail.

Methodology

This year, SOTI’s 2024 retail report looks at thein-store experience and how it has evolved. In
the 2023 retail report, we found that consumers
wanted more personalization in-store, calling
for the use of mobile technology to elevate

Supply chain optimization refers to consumer

the experience.

demand around instant or flexible productDespite the anticipation in
2023 about what the storeof the future might look like,there seems to be more
frustration from consumers
today regarding devices
used in-store and how thesedevices are being managed,
maintained and secured.

availability being made possible with the current

SOTI uncovers three key areas where retailers are

to ensure they can deliver on promises and whether

falling short and the obstacles they need tothis potential lack of connectivity is creating

overcome in order to improve and achieve theirsecurity risks.

in-store digital transformation goals: Artificial
Intelligence (AI) and the consumer experience,
supply chain optimization and security.

2

Shash Anand, SVP, Product Strategy

technologies offered in-store and online, while also
exploring the impacts of supply chain optimizationon consumer loyalty.

Key Findings
AI and the Consumer
Experience

Lastly, security builds on how devices are usedin-store, specifically when entering personal details
and assesses consumer trust in retailers.
This report explores the extent of how devices areused in modern day retail around the world,

Supply Chain
Optimization

consumer perceptions surrounding this experience,
whether retailers have connected the supply chain

Looking to the future of the industry, these sameretailers must focus on the technologies themselves
and the infrastructure around them; how are theseAI and the consumer experience explores what

applications, devices and technology solutions

technology and devices consumers are being

being managed, monitored and maintained? Are

presented with in-store, what solutions they arethese devices connected to the entire supply chain

now familiar with and whether familiarity

to ensure end-to-end visibility, and do they elevatecorrelates with satisfaction when it comes tothe consumer experience? SOTI’s 2024 retail reportself-serve checkouts.

will help answer these questions and beyond.

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

Security
Conclusion

2024

3

METHODOLOGY

SOTI’s research was conducted between September 3 and September 14,
2023 via 11,000 self-completed interviews submitted from nine markets
around the world. All interviewees were consumers between 18 and 65 yearsof age.

KEY FINDINGS
91% of consumers have used in-store tech in retail, and 69% have used self-serve checkouts.
However, 69% also said there often is not enough staff to help resolve issues with those
self-serve machines.

40%

Have ordered items using a tablet in-store only to findout the goods were not available at the checkout.

25%

One-quarter of global consumers have considered shoppingwith a different retailer to get a better in-store tech experience.

When asked about consumer shopping preferences:

74%

62%

43%

Expect to know where an

Confirm they shop with

Would prefer to shop online

order is at all times.

brands that deliver goods

than in-store.

the fastest.

11,00041%

39%

If fulfillment is expected to

Enjoy the speed andexceed two days, 41% confirm

convenience that in-store

they would look elsewhere.

devices have the potential

INTERVIEWS

to bring.

The markets represented are: the U.S. (2,000),Canada (1,000), Mexico (1,000), UK (2,000),
Germany (1,000), France (1,000), Sweden (1,000),
the Netherlands (1,000) and Australia (1,000).

4TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

35%

Of consumers are concerned about
financial and identity fraud.

2024

5

AI

Which in-store devices have you used over the last year?

AND THECONSUMER
EXPERIENCESTUCK AT SELF-SERVE:RETAIL HAS YET TO OPTIMIZETECHNOLOGIES BEYOND OR EVEN AT - THE CHECKOUT

In-store devices are no longer a novelty. Only 9% of consumers
have never used any form of technology designed to improve their
shopping experience. Among younger demographics, this number
drops to 5%. However, this does not mean all technologies arebeing used to the same extent, or that all devices are leading toconsumer satisfaction.

36%

69%

POS devices(e.g., barcode/handheld
scanners, tablets,
card readers andtouch screens)

Self-serve
checkouts

34%

Handheld store
scanners

32%
Kiosks(e.g., to print photos,
self-serve airport checkin or checkout at
supermarkets)

6

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

2024

7

Consumer opinion of device technology use in-store
Self-serve checkouts

POS devices

40%

37%

45%

15%

51%

12%

46%

Handheld store scanners

44%

10%

Kiosks36%

In-store tablets for ordering goods

35%

47%

18%

In-store tablets for completing order forms

33%

47%

20%

In-store tablets for seeing reviews

My shopping experience was improved

My shopping experience was improved

36%

50%

15%

47%

Globally, one-third of consumers believe tablets are improving their
shopping experience. In some regions, concerns are more obvious:

26%

Australia

Believe tablets forordering goods aremaking the shopping
experience worse.

24%
France17%

24%

SwedenBelieve tablets are making
the shopping experienceworse when it comes to23%seeing reviews.

UK

My shopping experience was
My shopping experience was worseneitherbetternor worsewas neither better nor worseMy
shopping
experience
My shopping experience was worse

Self-serve checkouts are an interesting case study, as it has been the most normalized in-store techin recent years. Yet, 45% said the shopping experience had been made neither better nor worse by
its introduction.

24%

Australia

Believe tablets for completingorder forms are making the
shopping experience worse.

22%

U.S., UK &the Netherlands

Only in Mexico (61%), the Netherlands (50%), Germany (46%) and Sweden (46%) was an ‘improved
experience’ the most frequent answer regarding self-serve checkouts.
In the UK and Canada, 21% and 19% respectively claimed self-serve checkouts worsened their in-store
shopping experiences.

The use of tablets for ordering goods, seeing reviews or completingorder forms received more responses for ‘worsening’ the shopping
experience than any other technology:

8

67%

65%

64%

said tablets were not
improving their shopping
experience for completingorder forms.

said tablets were not
improving their shopping
experience for ordering
goods.

said tablets were not
improving their shopping
experience for seeing
reviews.

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

2024

9

MISMANAGEMENT, MAINTENANCE
AND MANUAL INTERVENTION:
WHERE TECHNOLOGIES ARE FALLING SHORT

Consumers also stated that Wi-Fi was not strong enough in-store for the application to work properly.
More than one-third (34%) of global consumers have experienced this significant downfall, and in
Canada the number reaches 50%. It is troubling to think that businesses are trying to integrate AI-based
automated devices without proper functioning Wi-Fi and Internet connections to operate them.
Additionally, there is a clear issue with the usability of tablets in-store, with 39% requiring staff

The most dissatisfying device was revealed to be in-store

intervention to order items online. Interestingly, this issue of usability is most frequent in Mexico (60%)

tablets used for completing order forms. Only one-third

and Germany (62%) – two countries that showed a general level of satisfaction with in-store digitization.

stated they have improved the shopping experience andone-fifth believe they have had a negative effect.

Across the remaining technologies, when asked why their shopping
experience was worse, consumers said:

It is therefore important to find out
why tablets have failed to resonate
with consumers:

Self-serve checkouts:

Handheld scanners:

Not enough staff to help

Not enough staff to help

resolve device issues.

resolve device issues.

POS devices:

Tablets for ordering goods:

Not enough staff to help

Retail staff had to orderresolve device issues.

online for them.

69%

40%

I ordered items using an in-store device,
but when I went to the checkout, it said
goods were out of stock.

39%

I came into the store to buy goods andthe retail staff had to order them online
using the store device anyway.

48%

37%

34%

Not enough staff around to help me work out
the device issue I had (e.g. scanning issues).

Wi-Fi/network/cellular signal was notgood in the store, impacting thein-store application.

Tablets for seeing reviews:

These statistics demonstrate a shortfall not only in consumer satisfaction, but in the lack of integrationof technologies themselves. As an automated service, these devices are supposed to result in smoothsupply chain connectivity and real-time information being accurately presented to the consumer for
stock availability. With that, 40% of respondents have been told an item is available and later be told it

41%

51%

42%

Kiosks:34%

Ordered items using theNot enough staff to help

device to later find they wereresolve device issues.

out of stock.

is out of stock. In Australia (57%) and the Netherlands (55%), this information shortfall and technology
malfunction is even more extreme.

10

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

2024

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WHY CAN’T IN-STORE REPLICATETHE PERSONALIZATION OF ONLINE?
Understanding consumers’ feelings towards specificin-store technologies, they were also asked about
their current shopping preferences:

30%TOTAL

I like when a retailer online suggests a
product or service based on my previous
purchases – it feels more personalized.

27%

I like how easy it is to get help when
shopping online, it is a better service thanin-store.

As many as

80%

selected at least
one benefit ofdigital intervention.
Many of these benefits relate to the online
shopping experience, pointing to aspects ofconsumer assistance, personalization, saved
preferences and recommendations. For
many, these positive online elements are notexperienced in-store.
Regional highlights:
German consumers (35%; global average 24%) are more likely to find it
useful when an online retailer flags that they are about to run out of a
product, making it easier to reorder and replenish.

26%

I like it when retailers use a device to help

The U.S. (21%) topped Mexico (19%) when asked about finding theme with my in-store experience.

in-store shopping experience frustrating compared to online
personalization (global average 17%).
Sweden (28%) joined Mexico (31%) and Germany (31%) in sharing

24%

I find it useful when an online retailer

TOTAL
flags when it thinks I am about to run outof a product and makes it easy for me toorder it again.

excitement about how AI will be used by retailers to improve
personalization in-store and online.

What does this mean for future AI adoption?
In recent years, retailers have been focused on mastering AI’s influence online, but it has not

23%

translated to in-store. Retailers need to build an infrastructure that allows for online benefits to be
I am excited about how AI will be used byreplicated in-store and for new devices to thrive in those physical environments with AI. This willretailers to improve and personalize myallow organizations to improve supply chain connectivity, forecasting and replenishment, while

retail experience online and in-store.

ensuring stock availability and reducing waste.
For all this to happen, retailers need to get back to basics and deploy improved device
management solutions and platforms. With large investments in e-commerce, retailers with anomnichannel model need to build their in-store infrastructure in a way that enables AI and
automation to hit their mark.

12

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

2024

13

The top answer reflects consumers ‘direct exposure to retailers’ supply chains and theneed to have a synchronized reflection of what is available, through what channels andin what time period. The 39% who have used a mobile device to locate inventory
reached as high as 47% in the U.S. and Mexico, and 46% in Sweden.
However, in France, only one-quarter have embraced this digital process, and they are
not alone in revealing more negative experiences or use rates of certain technologies.

Self-serve checkouts once again appeared as a confusing andchallenging technology for 38%, and even more of an issue insome regions:
Australia – 52%

UK – 51%

38% also cited a lack ofstaff to help with queries,
impacting customer
service in-store:
Canada – 48%
U.S. – 45%
Australia – 44%

SUPPLY CHAIN
OPTIMIZATIONCONSUMER DEMAND MEETSCONSUMER CONFUSION

U.S. – 49%

Canada – 47%

Almost one-third (30%)
confirmed staff shortage
when it comes to kiosk issues:
UK – 39%
Australia – 35%

A standout statistic was that one-quarter ofglobal consumers have considered shoppingwith a different retailer to get a betterin-store tech experience.
This rises to 27% in the UK, 30% in both Canada and Australia, and 31% in the U.S. For 25-30%
of consumers around the world, poor tech functionality and a disjointed supply chain canforce them to shop elsewhere.

When asked about their shopping habits over the years,
86% of respondents were able to list at least one specificinstance of device use, or experience either online orin-store that reflect this new norm for retail.
14

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

2024

15

Many of these issues can be resolved with a more seamless, intuitive and automated supply chain
staff. This supply chain optimization is especially important, given:

Where loyalty is won and lost.

Nearly half of respondents (45%) now expect to be able to pick up an item ordered online from

Over the past year, almost two-thirds (62%) of global consumers confirmed they haveoperation designed to ensure real-time, reliable visibility of items; to both the consumer, and in-store

a physical store that same day.

continued shopping with brands that deliver goods the fastest. Quick delivery canThis rises to:ensure availability of items. Then optimized connectivity of solutions between the

only be achieved with AI-driven forecasting and inventory management solutions towarehouse, distribution channels and the store to guarantee ultimate fulfillment and

60% in Mexico

57% in Australia

54% in the U.S.

41%
49%

45%

consumer satisfaction.

74%
0

20

Expect to always know
where their order is within
the delivery process.
40

60

80

100

The supply chain is also critical to keep personalization promises, and 57% globally confirm theyLess likely to order an item

Expect to pick up any item I

State they will look elsewherethat requires shipping fromhave ordered online from a

if delivery or pick up of an

overseas than one year ago.

store on the same day.

item is more than two days.

45%

Say it is frustrating to findsomeone who can help them
use technology in-store.

120

prefer to shop with retailers that can offer personalized suggestions. This figure rises to 62% in the
U.S. and 65% in Mexico.

Returns have also been listed as an importantelement of the shopping experience in theomnichannel era:

64% Report the same about online retailers.
be more likely to choose an in-store retailer if multiple
57% Would
return points are offered.

43%

Prefer to shop
online, rather
than in-store.
16

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAILIn SOTI’s 2023 retail report, 63% of consumers stated they would like the returns process to beeasier and preferably automated. This year’s figures confirm returns are still a differentiator.
A smooth, well-connected, digitally-enabled supply chain makes or breaks this capability in theeyes of a global consumer base that is clearly willing to abandon loyalty to find it.
Consumers demand points to three key areas of the retail experience – speed, visibility and return
options. All of these depend on a supply chain that is seamlessly connected and visible inreal-time to both the retailer and consumer.

2024

17

THINKING ABOUT PAYMENTS, RESPONDENTS WERE ASKED WHAT CONCERNS
THEM ABOUT ENTERING PERSONAL DETAILS ONLINE OR VIA IN-STORE DEVICES?

SECURITYPAYING THE ULTIMATE
PRICE: THE COST OF FRAUD
Consumers have shown they are not resistant to newtechnology and the blend of both online and in-store
shopping, but they are understandably worried about
how this might impact their privacy or financial safety.

I am concerned I will become a victim of financial fraud35%

I am concerned I will become a victim of identity fraud

35%

I do not want a retailer I don’t know having access to my personal data

34%

I am concerned about criminals stealing my personal details from the retailer

34%

My personal data and payment information will not be kept securely by the retailer

32%

More than three quarters (76%) globally have some concern about entering personal details
online or via in-store devices.
Additionally, 35% globally confirmed they are concerned they will become a victim of financial
and identity fraud. In both cases, Mexico, Australia and Canada are particularly wary of modern
payment processes.
While respondents from Germany showed less concern about fraud, they were among the leadinggroup when asked about retailers having access to their personal data and payment information.

THESE REGIONS VOICED CONCERNS WHEN IT CAME TO A COMPANY'S ABILITYTO STORE AND PROTECT DATA:

40%

42%
28%

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

23%

32%

43%

38%

34%

39%

42%

34%

39%

38%

37%

34%

31%

34%

CanadaAustralia

Germany

U.S.

MexicoGlobalAverage

Retailers access to personal
and payment data
18

40%

Criminals stealing datafrom the retailer

Secure storage of databy the retailer
2024

19

More than three quarters worry to some extent about using in-store devices because of retailer mistrust.

59%
24%

Over one quarter (26%) are worried about the next user of the device seeing their personal details.

In the 2023 report, 59% of consumers said a bad experience
with data security while shopping online would destroy trust
in a brand.

Only 28% believe in-store devices improve the consumer experience while shopping. This comes despite
39% seeing in-store devices as tools to increase convenience and speed when shopping. This suggests
more of a mistrust in how the technologies are being managed or deployed, rather than the solutions

Heading into 2024, only 24% have no concern at allabout entering personal details either online or via
in-store devices.

themselves.
41%
30%
43%
29%
44%
40%

In-store device security:
consumers crave convenience,but not at any price.

36%

23%
32%

27%

Considering using in-store devices such as mobile computers,
tablets, scanners, self-checkout kiosks and no-touch
checkout, which of the following applies to you?

39%

22%

42%

26%

45%
29%

39%

I like the speed andconvenience of using
in-store devices.

34%

28%

26%
28%

39%

I believe in-store

devices improve theconsumer experience
when shopping.
This suggests that many consumers have not yet written off the potential of digital

28%

I would be worried about
someone seeing mypersonal details as I
entered them.

20

intervention in the store. However, they are not currently convinced by theseamless operability of them and the ultimate security of their data while22%

I do not worry about
using in-store devices,as I trust the retailer.

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

using them.
Retailers need to invest in solutions that best manage and maintaintheir technologies to a point where they operate at full, seamlesspotential. From a security perspective, this includes the guaranteethat lost devices can be easily located, wiped and cleared of
consumer information remotely and in real-time.

2024

21

CONCLUSIONSLOWING DOWNTO CATCH UP:
PRIORITIZINGDEVICEMANAGEMENT
The deployment of devices
across POS, self-serve, handheld
scanners, kiosks and tablets may
be ticking the box of ‘digitizing
the in-store experience’.

When asked about the general retail experience,

Devices must be connected to the entire supply

many respondents around the world showed

chain to ensure what is being shown to consumers

they would still be receptive to:is accurate. They must be consistently maintained

Augmented reality to view items

38%

and managed in real-time to avoid connectivity
outages or device issues during peak hours. They
must be secured and monitored so consumer data

AI to predict the best times
to purchase items

37%

and confidence in devices is heightened, especially

Conversational digital shopping
assistants

37%

Between 2022 and 2023, the retail industry has

in the case where devices are lost or stolen.

looked to build on pandemic trends and push
AI and natural language duringchat bot conversations

36%

Electronic shelf labels

35%

through its digital transformation. It is vital thatover the next three years, this transformation
continues with a rethink surrounding how newtechnologies are implemented and optimizedin the industry.

Consumer tech expectations have risen due tothe sophistication of online processes that are
not being matched in-store.
The gap between in-store and online needs toclose through a digitization effort that helps
replicate the level of personalization andseamless visibility one is more likely to findonline. However, the technology deployedmust be managed effectively.

22

TECHSPECTATIONS: CONSUMER DEMAND FOR DIGITAL TRANSFORMATION IN RETAIL

2024

23

ABOUT SOTI
SOTI is a proven innovator and industry leader for simplifying business mobility solutions by making themsmarter, faster and more reliable. With SOTI’s innovative portfolio of solutions, organizations can trust
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Globally, with over 17,000 customers, SOTI has proven itself to be the go-to mobile platform provider tomanage, secure and support business-critical devices. With SOTI’s world-class support, enterprises cantake mobility to endless possibilities.

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SOTI is a proven innovator and industry leader for simplifying business mobility solutions by making them smarter,
faster and more reliable. SOTI helps businesses around the world take mobility to endless possibilities.

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