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Posts tagged with Stores

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...


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...


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.  


13 ways for retailers to deal with the threat of showrooming

Showrooming, whether retailers like it or not, is here to stay. In fact, as smartphone usage grows, it's only going to increase. 

Naturally, as retailers see the threat of people using their mobiles to compare prices and buy elsewhere, they are concerned about this trend. 

But what can they do about it?

Here are a few suggestions for tactics that offline and multichannel retailers can use...