As Shopper Satisfaction Declines and Associates Show Frustration, How Can Retailers Fix ‘Blind Spots’?

A comprehensive report comprised of two complementary studies produced by Zebra — the “18th Annual Global Shopper Study” — indicates that shopper satisfaction is on the decline while retail associates say they’re facing frustrations tied to tasking demands, among other asks. What can retailers do to address these dual headwinds?

On the first note: According to the Zebra data, both in-store and online shopping satisfaction has dropped among consumers polled over the past couple of years. In-store satisfaction was pegged at 85% in 2023, fell to 81% in 2024, and rests at 79% in 2025 — a six point tumble. Online satisfaction fell even more significantly, from 85% in 2023, to 79% in 2024, to just 73% in 2025 (a 12% decline in total).

“Shoppers remember how a store makes them feel. A friendly greeting, quick assistance, or knowledgeable help can shape how they view a brand. But when service falls short, the impression lingers. Overall shopper satisfaction is falling. In three years, in-store ratings dropped 6 percentage points and online ratings fell 12 points. The message is clear: shoppers notice when performance slips, and retailers can’t ignore it,” the report authors wrote.

“Associates bring a brand to life, but too often they’re tied up with routine tasks instead of focusing on shoppers. Nearly half of associates report frustration at having little time to help customers. That often leaves shoppers without the attention they expect. And shoppers are asking for it: 73% want to interact with in-store associates—proof that human connection remains at the heart of retail,” they added.

Store Associates Also Showing Frustration as Retailers Evolve (at Different Paces)

Regarding the associate portion of the Zebra survey, the good news was that automation, AI tools, and other tech integrations (RFID, scanner improvements most notably) were improving the efficiency for frontline staff. A full 89% of retail workers polled agreed with the premise that AI will aid their productivity, and more than three-quarters of those same staffers exhibited concerns over an existing lack of appropriate tech to spot theft or safety threats.

Among the findings pertaining to associate opinions on their current role:

• Nearly all (88%) of frontline retail associates indicated difficulties getting timely assistance or information from superiors.
• Among popular frustrations, the most commonly cited included not having enough time to help customers due to being tasked with low-priority objectives (46%), managing returns from online orders (42%), dealing with out-of-stock complaints (39%), finding physical inventory not matching virtual counts (also 39%), and an inability to easily communicate with other associates, or their management (37%).

“Associates shape every customer experience. From stocking shelves to managing returns and helping shoppers find what they need, their work defines the brand in action. But too often, they’re weighed down by manual tasks, inefficient workflows, and systems that hold them back from focusing on shoppers,” the authors wrote.

“Yet many associates still face growing demands. Eight in ten say they feel stressed by the increasing complexity of their day-to-day work. When routine tasks become easier to manage, energy can shift to higher-impact activities. With fewer roadblocks, associates are quicker to help, better equipped to solve problems, and more present in every interaction. Small changes can make a big difference—on the floor, in the stockroom, and throughout the store,” they concluded.