The retail sector is undergoing a profound transformation driven by a more demanding, informed consumer with greater control over their shopping experience, as revealed by Zebra Technologies ‘ 18th annual Global Consumer Study , The Pulse of the Consumer: The New Reality of the Retail Sector , which warned that today not only a sale is at stake, but also long-term loyalty.
The analysis indicated that modern consumers expect seamless experiences across the physical and digital worlds , where competitive pricing, speed , and ease of use have become essential . When service deteriorates, customers immediately notice and respond by leaving the store or switching brands.
In a context of economic pressure, saving has become a priority. 78% of consumers stated that using coupons and seeking discounts is more important now due to inflation, while 71% expressed concern about having to switch products or brands due to price increases linked to tariffs.
However, value is no longer defined solely by the lowest price. 81% said they are more likely to buy if they receive a discount , but the impact is greater when the offer is personalized and relevant , delivered at the right time.
Personalization is driving the growth of retail media networks (RMNs) , which combine consumer data with in-store advertising and digital channels. Nearly three out of four consumers want more personalized ads when shopping in physical stores, and 73% said they would likely use these types of networks.
On the retail side , 83% of executives considered NMR a technological priority for the next five years. This market is estimated to exceed $300 billion by 2030 , becoming one of the main drivers of in-store profitability.
Although improvements are being seen, operational failures continue to take their toll. 52% of consumers reported leaving a store in the last three months without completing their purchase due to empty shelves, lack of products, or long lines. While this figure represents an improvement over the previous year, stockouts continue to erode consumer confidence.
According to the study, 82% of executives acknowledged being under pressure to minimize stockouts, while 69% of the information technology (IT) budget is already allocated to devices, software , and workflow automation.
Frictionless omnichannel
On the other hand, the integration between physical stores and e-commerce is no longer a differentiator , but a minimum expectation. 79% of consumers considered a seamless experience between both channels key, and 75% expect retailers to use the latest technology.
However, a gap persists between what retailers believe they offer and what customers actually perceive , especially in processes such as returns, product availability, and checkout speed. These small frictions, the study warned, accumulate and weaken the relationship with the brand.
Globally, consumer satisfaction is declining. In-store experience fell from 85% in 2023 to 79% in 2025 , while online shopping satisfaction dropped from 85% to 73% over the same period. Consumers notice when service deteriorates and don’t easily forget it.
Despite technological advancements, human connection remains central. 73% of consumers want to interact with in-store staff, although almost half of them reported feeling frustrated by having little time to serve customers due to routine tasks.
Here, technology emerges as an ally. According to Oxford Economics , modernizing workflows can increase customer satisfaction by 21% , while automation boosts employee productivity by an average of 20% .
In this sense, speed has become an essential part of the service. 76% of consumers want to enter and leave the store quickly, and 74% perceived self-checkout lanes as faster than traditional ones. Self-service, self-scanning, and mobile devices are no longer optional .
Artificial intelligence (AI) is also moving from a promise to a common practice. 69% of consumers believe AI will improve their experience, while executives anticipate its impact on personalized recommendations, inventory management, dynamic pricing, and augmented reality.
Zebra’s study indicated that the future of retail will depend not solely on technology nor solely on people, but on the intelligent combination of both . Retailers who manage to eliminate operational friction, empower their employees with digital tools, and offer seamless , personalized experiences will be the ones who define the next era of the sector .
In an environment where consumers have more options than ever before, every interaction counts and loyalty is no longer taken for granted.
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