In our first class, we talked about showrooming as a shopping strategy that consumers use to experience a product in a brick and mortar store, but then go online to do research (i.e. price comparisons) and, many times, ultimately to buy the product online. Retailers have long considered showrooming to be a negative shopping habit. A recent market research report reveals that the showrooming actually has some mixed results for brick and mortar retailers. After 3/10 showrooming customers eventually purchased from the website of the store they visited, while 1/4 bought the item from a competitor. For mobile researchers who research products in-store, the practice made them more likely to feel better about their purchases (48%) and/or make the purchase they hadn't planned to (14%). Only 15% of the survey takers indicated that the research dissuaded them from making a purchase.
The full article can be read here: http://www.emarketer.com/Article.aspx?R=1009384
- Vi Nguyen
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