More than half of US retailers believe that customers have much better access to technology than their sales staff and are losing sales as a result, a new study has found.

The Motorola Solutions report found that 55% of retail employees thought that shoppers during the holiday season were better connected to consumer information than in-store workers.

Online tools and mobile apps have allowed customers to compare prices, access coupons and use social networking to find a better deal, and the report argues that retailers need to be prepared for this by equipping and educating their workers with the same tools to avoid losing trade.

Frank Riso, Senior Director of Retail Solutions for Motorola Solutions said “ Retailers have put their associates at a significant disadvantage to connected consumers with the majority citing that shoppers are better connected than their in-store associates.

“With 87% of surveyed retail associates noting that shoppers can easily find a better deal, offering the best customer experience is more important than ever.

“Retailers need to arm their mobile associates with access to real-time information to level the shopping playing field.”

The report found that 39% of store walk-outs are due to customers making checks on their smartphones regarding prices and availability.

It remains to be seen if this research would be reciprocated in the UK but the way the speed at which technology is being developed and the increasing number of tech savvy smartphone users would suggest the results would not differ greatly.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit www.locayta.com