Showrooming Motivations [CHART]
Although consumers who research and gather information in a retail store and then purchase online cite price (86.8%) as their most common reason for “showrooming”, other factors are also driving this behavior, according to results from a ClickIQ survey released in February 2012. In fact, a majority of showroomers also said that they had purchased an item online that they had researched in-store because it had no shipping/delivery cost (51.7%) and due to its availability (51.5%). Other reasons given included the variety of products found online (30.2%) and the absence of sales tax (28.3%).
Overall, 45.9% of the consumers surveyed, who were required to have shopped both retail stores and online within the past 6 months, said they had researched or gathered information about a product in a retail store (not online) first and then purchased the product online. Read the rest at Marketing Charts.
David Erickson
