Research quantifies threat of showrooming
Tuesday September 17 2013
Latest results reveal trend, where 10% of shoppers admit to buying from competitors online when in another retailers store
The latest results released from a survey of 1,344 UK consumers has found that 1 in 10 have used their smartphone to buy a product from another retailer’s website while instore.
Loyalty is in even shorter supply among 16-24 year-olds, with 15% of shoppers in this age group admitting to buying elsewhere via their smartphones.
Price comparison and review search
In addition to lost sales, the research found almost a third (29%) of shoppers used their smartphone to compare prices with other retailers’ websites, while almost a quarter (23%) of shoppers said that they look at product reviews while they are shopping to help with decision making. A further 15% of consumers use their smartphone to check the retailer’s own website to compare prices or check stock availability.
“Showrooming is here to stay, whether retailers like it or not,” stated Steve Thomas, Omnico chief technology officer. He observed that some retailers try to stop it, by ignoring consumers’ desire for free Wi-Fi or even blocking mobile signals, but this was short sighted.
“This means, that because channels aren’t joined up properly, consumers are using their smartphones to join up channels their own way – and this means often going to retailers’ competitors to get advice and find the best deal,” he said. “Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omnichannel retail.”
Tagged as: Showrooming | shopping journey | store | online | smartphone | mobile | e-commerce | omnichannel | Omnico