Why consumer tablets are a retailer’s worst gamble
In today’s fast-paced retail industry, a typical day starts at full speed and rarely slows down. In these environments, teams work under intense pressure to deliver exceptional customer service, both in-store and online. Every minute counts, and any small delay can impact the whole operation.
The reality is, behind the scenes, many retailers struggle with the familiar pressures of the industry, whether it’s evolving customer expectations, real-time inventory management or staff shortages. To keep up with this pace, many retailers have turned to consumer-grade tablets as a fast, inexpensive way to digitise manual tasks and boost efficiency.
Double trouble: 60 per cent higher total-cost-of-ownership
Consumer tablets can seem like a simple and affordable way for retailers to boost their daily operations. Their low price, sleek design and familiar interfaces may appear ‘good enough’ for a range of basic tasks. However, once deployed in busy shopfronts, back-of-house areas and distribution centres, their limitations quickly become clear. These devices aren’t built to withstand long shifts, spills, heat, drops or the demands of continuous use.
This leads to a familiar cycle of problems. Device failures cause downtime, slowing service and negatively impacting the customer experience. Then there are the replacement costs and the complexity of managing multiple device models over time. Overall, consumer tablets cost double the amount compared with purpose-built enterprise-grade devices, and deliver a 60 per cent higher total cost of ownership every year. What once looked like an affordable IT solution ends up costing far more across the lifetime of the device.
The impact also extends beyond costs, bringing significant productivity losses. Each device failure results in an average of 74 minutes of lost worker productivity, while battery failure adds 54 minutes and wireless connection issues add another 24 minutes per incident. Furthermore, each troubleshooting ticket can consume up to 70 minutes of IT time. Over time, these time disruptions add up, reducing efficiency and impacting overall business performance.
A better way forward: Purpose-built tablets for retail
To face these challenges head-on, many retailers are accelerating their investments in enterprise-grade tablets such as Zebra’s market-leading ET401 device.
These devices combine the modern, lightweight design of consumer tablets with rugged reliability, long lifecycle performance and the durability required to withstand long shifts, constant movement and everyday knocks.
Engineered for longevity, the ET401 delivers an unsurpassed up to eight-year life expectancy, delivering an exceptional return on investment. Purpose-built for work, it offers optional built-in RFID, integrated scanning and two high-resolution cameras, enabling retail associates to complete tasks quickly without juggling multiple devices. The tablet comes in two sizes, an 8-inch model perfect for workers constantly on the move, and a 10-inch model for more information-intensive applications that benefit from a larger display.
The device is built from the ground up to operate in the most demanding retail environments, featuring rugged, drop-resistant construction, water and dust resistance, and reliable performance in extreme heat and subzero conditions, making it ideal for both front and back-of-house operations. The devices feature the latest wireless connections, including support for Wi-Fi 7, optional 5G and Bluetooth 6, and also come with a battery-free option for tablets that are permanently installed in kiosks, vehicles and workstations, thus eliminating the need to purchase and maintain batteries.
Beyond durability, the device is smarter by design, with built-in AI intelligence that enhances both user experience and operational efficiency. An AI-enabled touchscreen delivers unmatched accuracy and responsiveness, while AI Audio technology elevates voice clarity for clearer communication in noisy shopfronts. Additionally, the Zebra Mobile Computing AI Suite gives organisations the capability to build and deploy AI-powered applications that streamline workflows, automate processes and boost overall efficiency.
Across all retail environments, the ET401 performs as a fast, stable point-of-sale solution, keeping queues moving, reducing wait times and improving customer satisfaction. Store associates can access information in record time to give customers a VIP, differentiated in-store experience. Meanwhile, back-of-house teams can efficiently manage inventory, process online orders and automate task assignment, while managers can use the devices for rostering, staff coordination and real-time communication.
With the Zebra ET401 enterprise-grade tablet, retailers are no longer forced to choose between looks, price and enterprise functionality. With the right device in hand, every shift becomes more efficient and consistent, helping staff deliver great service no matter how busy the day gets.
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