Zebra’s 2023 Global Shopper Study highlights the vital role retail associates play in shaping customer experiences amid evolving shopper expectations. Retailers are leveraging technology to accelerate training, create supportive work environments, and boost associates’ effectiveness. Empowered associates deliver faster, more personalized service, enhancing satisfaction and driving store performance. The report underscores how tech-enabled associates help retailers meet new challenges by fostering stronger customer connections and delivering seamless, engaging retail experiences in today’s competitive landscape.

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