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BizReport : Mobile Marketing : July 01, 2013

Stores must embrace, not ignore, showrooming behavior

Showrooming is here to stay. Retailers who stick their heads in the sand stand to lose out to competitors, such as Amazon. New research from Econsultancy reveals what showroomers are doing in-store and ways in which retailers can combat the behavior.

by Helen Leggatt

By now, it's common knowledge that folk with mobiles are apt to whip them out while in-store and compare prices. Recent research from Harris Interactive found that Amazon is all too often where those showroomers end up making a purchase.

More proof, as if you need it, of the need for retailers to meet this scenario head-on, rather than ignoring it, is provided in Econsultancy's new Mobile Commerce Compendium. It shows that 57% of smartphone users have used their device in-store, the most common activity being price comparison with other retailers (63%).

"This raises a difficult dilemma for retailers, as the natural urge is to try and prevent customers from shopping at their competitors using the mobile web but in reality it's impossible to prevent people from doing it," says report author and Econsultancy senior reporter, David Moth.

"Offline retailers need to find new ways of embracing this consumer behavior and turning it to their advantage. The most obvious is to make sure customers are carrying out these activities on their mobile sites and apps rather than those of competitors," Moth added.

One way in which retailers can keep consumers within their four walls, both virtually and physically, is to make online vouchers easily accessible via their website or app. Econsultancy's Mobile Commerce Compendium found that the second most common activity of showroomers is looking online for a discount voucher (42%).

More information is available within Econsultancy's report.

Image via Shutterstock

Tags: in-store, mcommerce, mobile trends, research, retail apps, retail trends, showrooming, smartphone

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  • Interesting thought.. quite different from what other retailers are trying to combat showrooming



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