Thursday, September 12, 2013

Why are people showrooming and how should retailers respond?

Many retailers are understandably worried about shoppers using their mobiles to compare prices, and the threat posed by online-only retailers, which can often beat offline prices. 

However, there is much to be learned about the motivation of mobile shoppers. It seems some intend to buy online no matter what, but there is potential for shops to turn others around with great in-store experiences, discounts and rewards. 
Colombia Business School has just produced a report on showrooming, which contains some useful stats.
Here's a selection from the report, along with a few of our suggestions for retailers to deal with the 'threat' of showrooming.  

Some key stats from the report

  • 3,000 consumers in the UK, US and Canada were surveyed.
  • Of these, 21% were classed as 'm-shoppers' who use mobiles in stores to assist their purchase decisions. 
  • 74% of these m-shoppers are more than 29 years old.

A recent Econsultancy survey found that 40% of respondents had used their mobile while out shopping for reviews and price checking, which is actually a slight decline on the same survey in 2012.
Even so, the number of people showrooming is still twice as high as it was in 2011 (19%)
Have you used your mobile to compare prices and look at product reviews while out shopping?

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