Zebra Technologies releases Retail Shopper Study, launches TC20 to meet changing needs of SMBs

The findings reflect the need for enterprises to invest in technologies to gain the visibility and actionable insight to drive customer satisfaction.

logistics Retail Shopper Study TC20 Zebra Technologies

Zebra Technologies Corporation has introduced the TC20, a rugged, value-driven mobile touch computer designed to meet the specific needs of small- and medium-sized businesses (SMBs). In addition, Zebra has released the tenth edition of its Retail Shopper Study, a body of research analysing shopper satisfaction and retail technology adoption trends. Nearly 7,500 shoppers from North America, Latin America, Asia Pacific, Europe, and the Middle East were interviewed in September 2017. The findings reflect the need for enterprises of all sizes to invest in technologies to gain the visibility and actionable insight to drive customer satisfaction.


The TC20 is a light, durable and long-lasting mobile device developed for indoor use for SMBs in sectors such as retail and hospitality, where balancing device functionality and cost is essential. Zebra has leveraged decades of enterprise innovation in the TC20 to revolutionise the SMB market where the use of outdated pen and paper systems, and fragile and underpowered consumer devices is widespread. With the rugged and lightweight TC20, SMBs can now enjoy business-ready functions such as a built-in scanner, longer battery life and better connectivity in a no-compromise mobile computer that reflects the design and familiar user interface of a consumer device.


Key facts – 2017 Retail Shopper Study

  • Rising shopper expectations continue to outpace retailer in-store technology investments as 53 per cent of millennial shoppers perceive that they are more connected than store associates – compared to 32 per cent of Gen X shoppers and 15 per cent of boomer shoppers.
  • Retail customers want a variety of fulfilment options. 80 per cent of those surveyed purchase items in-store and either take them home or ship from store to home. Shoppers are also taking advantage of other fulfilment options, such as buy online – ship to home (64 per cent), buy online – pick up in-store (34 per cent) and buy online – ship to alternative location (15 per cent).
  • The use of tablets in stores is improving the shopper experience. More than half of surveyed shoppers believe technology is improving the shopping experience with 57 percent specifically citing store associates using tablets.
  • Out-of-stocks continue to plague retailers. When shopping in-store, 70 percent of shoppers have left without purchasing what they were seeking. However, when it comes to out-of-stock issues, retailers can recover six in 10 incidents with discounts or alternative fulfilment options, such as ship to home.
  • More than 50 per cent of shoppers in Asia Pacific and Europe are interested in Wi-Fi and location-based in-store services such as mobile coupons.
  • In Asia Pacific, 32 per cent of shoppers would prefer to go to a retail store to pick up items purchased online or through mobile channels.


Key facts – TC20


  • The TC20 comes in affordable models designed for 1D and 2D barcode scanning, and pairing it with the Zebra RFD2000 UHF RFID sled easily adds UHF RFID tag reading, writing and locationing capabilities, making it ideal for retail store environments. Small businesses can now benefit from integrated enterprise quality barcode and RFID tag reading, eliminating the need for unreliable, slower and power-intensive smartphone cameras.
  • The TC20 is designed to withstand dusty environments and accidental drops, reducing costly repairs while ensuring longer and more productive use.
  • With Zebra OneCare™, the LifeGuard™ for Android™ solution provides extended security updates over a longer lifespan of the TC20, ensuring the security of the operating system at all times.
  • Easy to deploy without time-intensive staff training, the TC20’s bright 4.3-inch screen and Android interface provide a familiar, intuitive experience that’s easy to use out of the box. Available in all-touch or “touch and keyboard” form factors, the TC20 allows staff more time to focus on customers.
  • Designed as an enterprise line of business smartphone, the TC20 is powered by Mobility DNA™ and its unique ecosystem of software such as Datawedge, StageNow and Mobility Extensions (Mx) which helps streamline deployment management and troubleshooting.
  • Using Zebra’s Workforce Connect Push-To-Talk Express, staff can perform voice communications over wireless LAN to communicate one-on-one or in groups, allowing them to coordinate and react to changing needs in real time and improve customer service.
  • A wide range of accessories, such as a snap-on power pack to support continuous use, hand straps, holsters and a snap-on trigger handle, allows staff to use the TC20 for a wide range of tasks with reduced strain and improved efficiency.


Bryan Bassett, research analyst, Mobile Enterprise Device Solutions, IDC, commented, “Zebra’s TC20 provides a compelling case for smaller businesses to set aside familiar, consumer-centric mobile devices in favour of a dedicated, versatile and purpose-built device. Improved battery life, durability and better scanning all have the means of improving productivity for workers in a wide range of industries and sectors.”


Joe White, senior vice president, Enterprise Mobile Computing, Zebra Technologies, said, “Zebra offers the industry’s largest range of Android mobile computers and the introduction of the TC20 enterprise smartphone reinforces our position as a leader in the enterprise Android space. Until now, small and medium-sized businesses had limited options: either struggling with the risk and frustration of using consumer devices or running their operations manually with pen and paper. The cost-effective TC20 gives SMBs a better choice while delivering a powerful customer experience.”


According to Ryan Goh, vice president & general manager, Zebra Technologies, Asia Pacific, technology is accelerating the transformation happening in the retail industry in Asia Pacific. Beyond e-commerce, retailers are increasingly recognising the importance of becoming omni-channel. “The rising expectations from customers are also driving the technology investment and deployment in the industry. While big retailers have made the digital leap, many small- and medium-sized retailers in the region are still looking for a technology springboard. With the launch of TC20 enterprise smartphones, we hope to enable this group of retailers in Asia to capitalise on technology such as data analytics and IoT, and help them transform the in-store and cross-channel experience for their customers,” said Goh.