Marketing Insight: Understanding the Showrooming Phenomena
Consumers have always shopped around to get the best deal or broaden their options, and now selling via mobile phone and tablet offers a new twist. Showrooming lets buyers physically examine a product and collect information in a store but make their actual purchase later, from the retailer online or from a different retailer, typically to secure a lower price.
One study showed that more than half of U.S. mobile phone users, especially younger ones, have used their phones to ask for purchase advice from a friend, to look at reviews, or to search for lower prices while shopping.
Mobile has become a top priority for many retailers as a means to combat showrooming. Target has expanded its use of mobile media, incorporating QR codes, text-to-buy features, and new check-out scanners to make mobile coupon redemption easier and faster.
Many retailers are also making the in-store experience more informative and rewarding. Guess, PacSun, and Aéropostale equip in-store staff with iPads or tablets for sharing in-depth product information with shoppers.
One study found that 70 percent of a showrooming audience was more likely to buy from retailers with well-designed Web sites and apps, strong multichannel support, and price comparisons via QR codes.
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