Consumer Anxiety is Reshaping Retail. Technology is the Antidote

A new global consumer survey from SOTI, Retail Tech Assessment: Opportunities for Enhanced Consumer Experiences, reveals a retail landscape shaped by rising anxiety and shifting expectations. Drawing on insights from thousands of consumers, the report highlights how fraud, economic uncertainty and supply chain disruption influence how people shop — and whom they trust.

For retailers, the message is clear: consumers are more cautious, more price-sensitive and less forgiving. Earning loyalty now requires smarter use of technology, operational agility and a commitment to trust.

Fraud is Undermining Consumer Confidence

SOTI’s research found that 51 percent of U.S. consumers report being victims of fraud while shopping, the highest rate among markets surveyed. The consequences for retailers are severe: 47 percent of consumers who experienced fraud say they would not shop with that retailer again, and 41 percent feel anxious about making future purchases. In today’s omnichannel environment, fraud risk spans multiple touchpoints, and failure to safeguard financial and personal data erodes trust.

To mitigate risk, retailers are investing in layered fraud prevention strategies. This includes working closely with payment providers to deploy AI-driven fraud detection systems that identify anomalous purchasing patterns in real time. Securely maintaining appropriate transaction and device data — in compliance with privacy regulations — helps flag inconsistencies more quickly. Additionally, monitoring online marketplaces for unauthorized resellers, particularly during periods of supply chain disruption, can protect both brand integrity and consumers.

Cost Pressures Are Changing Buying Behavior

According to the survey, 69 percent of U.S. consumers say inflation, tariffs and supply chain issues have impacted their ability to purchase their usual items — the highest level among all markets surveyed. Globally, 82 percent of consumers report taking cost-cutting measures, with U.S. consumers among the most aggressive in adjusting budgets, delaying purchases, and seeking cheaper alternatives.

In this environment, retailers must take a more nuanced approach to pricing and promotions while exercising caution when raising prices. Rather than relying on blanket discounting, retailers should leverage granular data to implement targeted pricing strategies, adjusting by product category, channel or customer segment. Precision promotions preserve margins while delivering perceived value.

Operational efficiency becomes critical. Artificial intelligence-driven analytics improve demand forecasting, optimize inventory allocation, and strengthen cash flow management — all essential when purchasing patterns are volatile. Retailers can also use enterprise mobility management (EMM) to improve device visibility and security across stores. A strong EMM strategy centralizes control of mobile devices, reduces downtime, and enhances data protection, supporting reliable mobile POS systems and accurate real-time inventory tools.

Navigating Tariff and Supply Chain Risk

Tariff uncertainty adds another layer of complexity. Retailers can build inventory buffers for nonperishable goods ahead of anticipated increases, re-negotiate supplier agreements to share additional costs, invest in traceable logistics platforms, diversify sourcing, and nearshore production to improve resilience.

A Long-Term Shift in Expectations — and the Retail Technology Trifecta

Consumer expectations for security, transparency, and seamless experiences remain high, even amid economic uncertainty. Retailers must manage the operational trifecta — devices, applications, and connectivity — to keep stores running smoothly.

Frontline tools like mobile point-of-sale systems, handheld scanners, tablets, and kiosks must be reliable, up-to-date, and secure to ensure associates can assist customers efficiently. Core retail applications, from inventory management to associate-facing sales tools, must perform consistently and securely to support accurate stock visibility and smooth checkouts. Strong, secure networks are essential, as weak Wi-Fi, congestion, or security gaps disrupt transactions, delay fulfillment, and create compliance risks.

By managing devices, applications, and connectivity holistically, retailers can reduce downtime, resolve issues proactively, and equip their teams with dependable tools, making technology the foundation for productivity, resilience, and lasting consumer trust.

Mikhail Ishkhanov is the senior director of product strategy at SOTI, a leading provider of enterprise mobility and IoT management solutions.