- Posts tagged Showrooming
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Showrooming Behavior [CHART]
Several researchers have surveyed the number of US mobile phone users who have comparison-shopped via phone while in-store. Their research has found a comparison-shopping rate ranging from 59% of US smartphone owners (InsightExpress, 2011) to 25% of US mobile phone owners (Pew Internet and American Life Project, January 2012).
ForeSee Results findings from between 2009 and 2011 are consistent with this trend toward using mobile phones for in-store research; however, in 2011, the shoppers surveyed were more likely to access the website or app of the store they were actually in than a competitor’s website or app. This means that retailers need to not only be concerned about how their pricing stacks up against others’, but also about pricing consistency across their own channels. Read the rest at eMarketer.
In-Store Research, Online Purchase Behavior [CHART]
The rise in smartphone adoption and the visibility of shoppers using phones to scan barcodes or take photos has drawn attention to the potential problems with consumers using stores as showrooms. And yet, for as long as there have been shops and ecommerce sites, this multichannel behavior has existed. A February 2012 ClickIQ survey discovered that nearly half (45.9%) of US online shoppers researched products in-store—not necessarily using smartphones—only to ultimately buy online. Read the rest at eMarketer.
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.
