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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...
A new report by JiWire, which provides ad-supported wi-fi, finds that retailers needn't fear the mobile shopper.
Offering free wi-fi in stores means that customers can use their mobile or tablet devices without any frustrating connection issues.
It is most commonly seen in coffee shops and restaurants, but there are strong arguments for offering this in retail stores, and many retailers are going down this route.
In this extract from our How the Internet Can Save the High Street report, I look at the arguments for retailers to provide mobile internet access for customers.
M&S is testing an array of digital goodies in its new Cheshire Oaks store in a move which demonstrates the range of tactics multichannel retailers can use to enhance the shopping experience.
The new store will use high definition TV screens to showcase products, staff equipped with iPads, virtual counters, lots of QR codes and free wi-fi.
It's a smart move from M&S, and indicates that the retailer is well aware of the need for the high street to adapt to the challenges posed by the web.
Debenhams announced today that it will be providing free wi-fi in partnership with O2, in all of its 167 stores.
The wi-fi coverage will allow customers to access information about products, view reviews, order out of stock items, and receive discount vouchers straight to their mobiles.
This is a smart move from Debenhams, and one which addresses the threat of mobile use in store and turns it to the retailer's advantage.
It's natural that some retailers will feel threatened by the growing use of mobile in store, but the answer is to embrace this trend and use it to enhance the in-store experience.
Retailers can do this by providing apps and mobile optimised sites, but also by offering wi-fi to customers.
According to an On Device Research (ODR) survey of mobile users, 60% of respondents have used the mobile internet while in stores, while 78% would use free wi-fi in stores if offered it.
The use of smartphones by consumers is growing, and many are now using them to compare prices, and search the web for product reviews.
So how can retailers adapt and use this customer behaviour to their advantage?