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Showrooming is a growing concern for bricks and mortar retailers, and there is plenty of debate about the best ways to combat this challenge. 

Some would suggest matching prices, but this isn't a realistic long-term strategy. Sure, some of the bigger stores can afford to price match Amazon in the holiday season, but they too have business costs that pureplays don't. 

A better idea is to provide the best possible customer experience for mobile users, and to make the most of the advantages that stores have over online.  

These advantages include being able to get products straight away, the service at the store, and so on. 

In its report on showrooming, Columbia Business School (read our interview with the authors) identified five types of people using mobile for shopping. 

A better idea is to provide the best possible customer experience for mobile users, and to make the most of the advantages that stores have over online.  

These advantages include being able to get products straight away, the service at the store, and so on. 

The good news for retailers is that, while some are only concerned about price, the rest can be persuaded to buy in store with the right service/offer.

This infographic profiles these five types, and offers ideas for how retailers can prevent them from showrooming.

(click on image for larger version) 

Graham Charlton

Published 19 September, 2013 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)

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Cariona Neary

Valuable article! I particularly liked the segmentation of mobile shoppers which I would use in some of my own marketing lectures.

about 3 years ago

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Alon Even

Great infographic, we shared it on our social network accounts.

Besides understanding of the five types of mobile shoppers, it's also important to understand the customer experience delivered in the store on the mobile site or within the app. Visual mobile analytics tools (such as Appsee www.appsee.com) enable to measure, understand and improve the customer experience within the app or on the mobile site by providing user recordings and heatmap analytics. Once companies improve the shopping experience in the store, they will improve conversions, decreae abandonment rates from their online store and drive engagement.

Thx,
Alon

about 3 years ago

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