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BizReport : Ecommerce : March 08, 2012


Mobile: Study reveals emergence of 'showrooming' in UK

Today's shoppers on the high street or in malls are armed with mobile technology that can transform the way they shop. Ongoing research in the UK by Intersperience has revealed that 'showrooming' has already begun to affect traditional retailers.

by Helen Leggatt

Intersperience logo.jpgIn the last 10 years around 40,000 stores have left the UK high streets and malls and moved online, including familiar brands such as Littlewood, Woolworths, and Etam.

Those stores that do remain open will have to provide a very different shopping experience in years to come.

An ongoing study by Intersperience of how consumers are using mobile when out shopping reveals that 'showrooming', whereby stores are browsed by consumers who then go on to search for a better deal elsewhere using their mobile, is on the rise.

One in five consumers now use mobile while in-store to check out products on competitors' websites, check availability and look for deals and price comparisons, found the study.

Furthermore more, almost a third (30%) go on to make a purchase via their mobile from another retailer while they are still stood in the store.

"Mobile internet is not just changing our shopping habits; it is altering the power balance in the consumer-retailer relationship. We are seeing the first wave of change in the retail sector but we predict it will become a powerful tide," says Paul Hudson, Chief Executive of Intersperience.

"The onus is on retailers to make in-store shopping more attractive and rewarding to shoppers, from loyalty bonuses to limited edition goods, price matching and more personalised service."

Called "Internet on the Move", Intersperience's full study findings will be released in May, 2012.






Tags: brick and mortar, consumer insight, high street, in-store experience, online shopping, shopping, showrooming, UK








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