Saturday, September 1, 2012

Survey Overstates the ‘Price’ of Showrooming. A counter-view.

The study was titled, “Showrooming & The Price of Keeping Buyers In-Store” and surveyed 1,000 shoppers in the U.S. and posed 10 hypothetical showrooming scenarios. The data was fascinating:
  • 45% of consumers will convert to online for a discount of 2.5%
  • 60% of consumers will convert to online for a discount of 5%
  • If the price is $5 less online, most customers will leave the store
  • 44% of consumers are using ShopSavvy and similar apps to guide them in their buying decisions.
However, in a refreshing and a counter-view writes of his views on the subject which are fascinating to read and blows a few fundamental holes in the research findings. 
 
Are we making too much out of showrooming and can we disagree with the strong logic that Alexander puts up. Or is this a case where-in the "research" is stretched a little too much.
 

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