New Research Debunks 'Showrooming' Myths: Shows Brick-and-Mortar Retailers How To Keep Smartphone-Wielding Shoppers Spending ...
With brick-and-mortar-retail stores continuing to struggle with the rise of showrooming" consumers – those visiting a store to see a product but then purchasing it later online – groundbreaking research from Columbia Business School and global loyalty experts Aimia shows retailers concrete steps they can take to entice consumers armed with mobile devices to make purchases inside their store walls. The report, Showrooming and the Rise of the Mobile-Assisted Shopper identifies five distinct segments of mobile-assisted shoppers and uncovers clear opportunities for retailers to engage and retain these tech-savvy customers.
Some of the key takeaways of the report include:
The researchers looked at the attitudes, shopping patterns, and motivations of 3000 leading-edge consumers in the US, UK, and Canada to better understand how mobile devices are impacting their in-store shopping habits; identifying those shoppers most likely to showroom; and outlining actions retailers can take - such as loyalty programs, price matching, free shipping, and mobile payments - to encourage consumers to open their wallets in-store. The results paint a clear picture of today's mobile assisted shoppers – or M-shopper – and debunks commonly held assumptions many brick-and-mortar retailers make about retail showroomers.
Luring Back the Five Segments of Mobile-Assisted Shoppers The research found that there are five distinct types of mobile-assisted shoppers and uncovered clear opportunities for retailers to engage and retain the business of these tech-savvy customers.
"Our findings debunk many of the common assumptions about the threat of showrooming and who is doing it," said Matthew Quint, a co-author of the study and director of Columbia Business School's Center on Global Brand Leadership. "Many shoppers with smartphones care about more than just the lowest price on every item. In fact, while roughly 25% of M-Shoppers may require a discount to motivate in-store purchases, a clear majority can be enticed to purchase in-store through information assistance, engagement strategies, and strong loyalty rewards programs