Half of all people who buy products online first go to a bricks-and-mortar store to do their research, according to a recent ClickIQ survey of 900 shoppers. Known as “showrooming,” this habit is taking an increasingly large bite out of retailers’ bottom lines.
That is because in many cases, consumers buy the product for less from an online-only retailer such as Amazon rather than from the actual store or the Web site of the merchant where they just shopped. This trend makes it more critical than ever for retailers to provide an integrated shopping experience across multiple touch points through the path to purchase.
But savvy retailers are already turning showrooming from a problem into an opportunity by using the mobile medium to engage shoppers, educating them about their products, and delivering relevant deals available only in the store.
Increasingly their strategies center around QR codes as an easy way to bring shoppers to a controlled and extremely targeted experience.