Sunday, September 30, 2012

Battle Against Showrooming Starts with Understanding Consumer Expectations.

With the ease of mobile price checks and online product comparisons, traditional brick and mortar (B&M) retailers have fallen victim to the “showrooming” phenomenon. Even manufacturer-owned retailers must understand the motives some customers have for switching to other B&M and online competitors.

Fundamental to understanding why consumers engage in this switching behavior is knowledge about the in-store shopping experience at a particular retailer. It boils down to expectations.


Read more here as folks at Crimson Hexagon explore two vital questions on brand affinity that every retailer needs to answer:
  1. How do consumers expect to benefit from shopping in-store?
  2. How do these expectations shift over time, especially during key shopping periods?

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