“Showrooming” describes consumers using smartphones in stores to compare prices offered by competing retailers, and sometimes completing a purchase with a competitor while standing in the first retailer’s aisles.
Brian Walker, vice president and principal analyst of e-business and channel strategy at Forrester Research Inc., challenged the common perception that consumers are mainly looking for a better price when they engage about this behavior. “It’s not about price,” he says. Rather, most smartphone-toting consumers in stores are looking for more information, Walker contended at the 2012 Internet Retailer Conference & Exhibition in a session titled “Leveraging a commerce platform in the era of the anywhere, anytime, any device consumer.”
“Showrooming is about product information and social validation when a shopper is buying a product,” Walker said. Read more of Walker's views here on Mobile Commerce.