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BizReport : Ecommerce archives : January 14, 2014

IBM: Showrooming no longer a top threat

Showrooming is no longer the number one threat to brick-and-mortar retailers, according to new research released by IBM.

by Helen Leggatt

Showrooming - the practice of using a mobile device in stores to search and browse for products before heading online to make a purchase - is 'no longer a top threat' to retailers according to research just released by IBM.

The findings are the result of a survey of 30,554 consumers around the globe conducted at the end of November, 2013, and presented at the 2014 National Retail Federation conference. They show that just 8% of consumers showroomed in 2013, up from 6% the previous year.

Furthermore, the survey found that, while 30% of total online purchases were made as a result of showrooming, that figure had dropped from 50% in 2012. Instead, 70% of purchases were made by shoppers that went directly online.

More shoppers than ever are using their mobile devices to research and purchase and, according to the IBM survey, price consistency across online and physical stores is what most consumers demand. Other expectations include the ability to ship items that are out of stock in a store direct to a home address, track order status, consistent inventory across on- and offline channels and the ability to return online purchases to a store.

Image via Shutterstock

Tags: brick-and-mortar, ecommerce, retail, showrooming, stores, survey

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