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Posts tagged with Showrooming

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10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing statistics we've seen this week.

Statistics include triggered email, showrooming, consumer attitudes to privacy, website usability, Instagram video and mobile advertising.

For more digital marketing stats, check out our Internet Statistics Compendium.

2 comments

Showrooming is not a threat to retailers' revenue: stats

Retailers are seeing growing numbers of customers using smartphones in their stores, but just 11% see 'showrooming' as a threat to revenue. 

Given the publicity around showrooming, and ongoing threat to offline retailers posed by ecommerce, this is somewhat surprising. Especially as recent stats from Columbia found that 70% of 'mobile assisted shoppers' viewed products in-store, and then made their purchases online.

These new stats are from the new Econsultancy/BuyDesire Mobile Marketing and Commerce Report 2013, which also explores the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities. 

It is based on a global survey of more than 500 Econsultancy users from companies and agencies, carried out in July and August 2013.

Let's take a look at some of the report findings...

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12 tips to improve conversion rates over the festive period

Christmas is the biggest ecommerce event of the year and a time when consumers are at their most willing to part with their hard-earned money.

The impact of the holiday period on the attitude of customers offers a huge opportunity that online retailers can’t afford to miss.

Here are our 12 tips for driving conversion rates this holiday season

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Google’s five questions every business should address on mobile strategy

Google recently launched its new mobile playbook, replacing last year’s edition, in which it gives details on how marketers can improve their mobile strategy.

Here we’ll take at a look at the key points that Google raises, mainly the five questions which it believes businesses need to ask themselves in relation to mobile marketing, and provide you with Econsultancy’s own research and understanding within each area.

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search spend

10 interesting digital marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we've seen this week.

Stats include real-time bidding, showrooming, m-commerce, mobile sharing, US search spend and mobile ad budgets.

For more digital marketing stats, check out our Internet Statistics Compendium.

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Island Records and Time Out launch NFC campaigns

After looking at the pros and cons of NFC (near field communication), it’s clear there’s a place for tapping to enjoy content as well as to pay for products.

However, the customer’s willingness to tap a poster with their phone is dependent on how well many initial NFC campaigns are carried out. Some clunky efforts, with terrible landing pages and insufficient incentives have risked putting users off for good.

This is changing as brands start to use the technology in better surroundings and to better purpose. A mall is the perfect environment to encourage users to tap with their friends.

To that end, from this week, shoppers can “turn on, tap and enjoy” content and competitions at Westfield shopping centres in London through CBS Outdoor digital pods, which use Proxama’s TapPoint NFC platform.

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Is showrooming really a myth?

A new report from Verdict, reported here, labels 'showrooming' as a myth, basing this on the finding that only 2% of respondents had bought an item online while at a retailer's store. 

I'm not convinced, having seen plenty of evidence of the growing use of mobiles when shopping offline, whether to purchase there and then or to check prices from rival retailers. 

So is it a myth? Let's have a look at the evidence...

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The five types of mobile-assisted shoppers [infographic]

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. 

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How can retailers deal with showrooming?

Columbia Business School and Aimia have just produced a detailed report on showrooming, using data from respondents in the US, UK and Canada. 

The report contains some valuable insights into what motivates mobile users to buy online instead of in-store, and how retailers can respond to the challenge. 

I've been asking report authors David Rogers and Matt Quint about the study...

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Why are people showrooming and how should retailers respond?

Many retailers are understandably worried about shoppers using their mobiles to compare prices and the threat posed by online-only retailers, which can often beat offline prices. 

However, there is much to be learned about the motivation of mobile shoppers. It seems some intend to buy online no matter what but there is potential for shops to turn others around with great in-store experiences, discounts and rewards. 

Columbia Business School and Aimia have just produced a report on showrooming, which contains some useful stats.

Here's a selection from the report, along with a few of our suggestions for retailers to deal with the 'threat' of showrooming.  

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Q&A: Bill Grimsey on the alternative future for the high street

Former Wickes and Iceland CEO Bill Grimsey will today present his Alternative Future for the High Street review to ministers and business leaders at parliament. 

This report aims to address the failings of the Portas Review, which managed to almost completely ignore the part that the web and digital technology has to play in offline retail.

Bill Grimsey's report places digital at the centre of his plan for the recovery of the UK's high streets, with the idea of 'Networked High Streets'.

Bill Grimsey's research further supports Econsultancy's own research on How The Internet Can Save The High Street, which we published last year as a kind of antidote to the Portas study.

I've been asking Bill about his report, how technology can be used in future high streets, and how his report differs from the Portas Review... 

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marketing statistics

10 interesting digital marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we've seen this week.

Stats include social customer service, Facebook ads, smartphone sales, tablet video, showrooming, mobile conversions, and eBay's mobile hotspots.

For more digital marketing stats, check out our Internet Statistics Compendium.

5 comments