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:
- How do consumers expect to benefit from shopping in-store?
- How do these expectations shift over time, especially during key shopping periods?