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BizReport : Ecommerce : December 05, 2013

Webrooming, Showrooming pushing shopper engagement

Is it showrooming that is pushing conversions or is it webrooming? That is the question many retailers are asking as December rolls on. The answer? According to new data out from Harris Interactive, both.

by Kristina Knight

According to a new Harris Poll most Americans are either showrooming (46%) or webrooming (69%). And both of those actions are helping shoppers make purchase decisions. What is perhaps the most interesting finding is that if a shopper has showroomed they are also likely to have webroomed, and vice versa.

"When it comes to the battle for consumers' holiday shopping dollars, all retailers are upping their games," says Mike de Vere, President of the Harris Poll. "Online versus brick and mortar retailers each have their own advantages, and poaching customers from competitors is all about playing to those strengths. Want to skip the crowded stores this holiday shopping season? Online is a clear answer. Feel better about being able to take your purchase home with you immediately? Brick and mortar stores have you covered. We'll be continuing to watch these trends and the ways in which retailers try to impact them."

Some interesting findings from the report include:

• 59% of showroomers say when they are ready to buy, they turn to Amazon
• 6% say they focus on Walmart for those buys, the next highest percentage
• 48% of webroomers begin their search at Amazon
• Webroomers are most likely to complete purchases at Walmart, Best Buy or Target
• 67% of webroomers who search at Walmart say they 'usually' buy at a Walmart brick-and-mortar store

Image via Shutterstock

Tags: ecommerce, ecommerce trends, Harris Interactive, showrooming trends, webrooming trends

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