One in five US consumers practices showrooming--visiting retail stores to try products, then using a mobile device to find best price; among showroomers, 33% ultimately use information to buy elsewhere: Aprimo
November 16, 2012
New research by Aprimo®, a Teradata company (NYSE:TDC), in collaboration with Forrester Research analyst Sucharita Mulupuru, found that one in five consumers is now “showrooming” – the practice of visiting retail stores to try products, but then checking a mobile device for the best price online. Of those consumers already showrooming, 33 percent say they ultimately used the information to buy elsewhere. The trend is only expected to continue growing, too, as 96 percent say they plan to use their smart phone to research prices the same way or more in the future.
“This research confirms what many in the retail industry have suspected: Showrooming is here to stay,” said Sucharita Mulpuru, vice president and principal analyst for Forrester Research, who helped develop the survey questions and analyze results. “Retailers must seriously consider ways to avoid losing sales this way by using strategies such as price matching, personalized in-store service and loyalty programs.”
In Aprimo’s analysis, this means that in order to preserve sales and sustain pricing levels, today’s physical-store retailers need to become more customer-centric, be less product/feature or price-point focused, and start leveraging technology solutions to engage the buyer through a more personalized in-store experience while empowering customer-driven choice.
Aprimo’s survey also found: