The 17th Annual Global Shopper Study by Zebra highlights the critical role of frontline associates in delivering exceptional customer service. Despite their importance, associates face challenges such as limited time to assist customers and shoppers relying on smartphones for faster information, which can increase workplace stress. Managing out-of-stock items and balancing multiple tasks further impact efficiency and shopper satisfaction. The report emphasizes how retailers are leveraging technology, training, and support to empower associates, enhance service quality, drive customer loyalty, and create a thriving workplace environment.

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