In today's economy, pinching pennies has become a way of life for many people. Mobile technology has allowed us to find the best deals in town right from our smart phones, and more information about any product is just a click or a tap away.
And so it's no surprise that a relatively new phenomenon would eventually come along. Called showrooming, it allows shoppers to make an informed decision and then save on their purchases by providing a way to see, touch and try before they buy. And it's becoming so popular that it has retailers worried about their sales forecasts.
What Showrooming is, and why it's considered dangerous by retailers
Showrooming involves visiting a store, taking pictures of sought-after products with a smart phone, and then searching for and purchasing the same product online for less. There are many benefits to the consumer; besides having purchased their items for less, they can get delivery at no cost, pay no tax and don't have to worry about how they're going to get large items home themselves. But big retailers like Target and Sears have big costs. They have to pay their sales staff, keep up the maintenance of their expensive stores, and pay their suppliers. When customers showroom, they may be giving their money to a web-only company that has no overhead. And no large retailer can possibly compete with that.
The consumer view
To the consumer, showrooming is largely considered to be the logical result of overcharging and skyrocketing prices. For example, a consumer who wishes to buy an LED television from a store may also be persuaded into buying an HDMI cable so they can watch online content, or paying extra for the store's 'tech team' to optimize the colors on their new television set.
A quick trip online may reveal that the TV can be had for less along with the HDMI cable, and that there are many sites which offer instructions about how to optimize the color on an LED TV. Being able to go online and find this type of information certainly puts a lot of power in the hands of the consumer. And those consumers interviewed say that this is just the way they like it; that being informed means less money spent needlessly.
Retailers: Showrooming considered 'morally reprehensible'
Some retailers believe that showrooming will mean the eventual downfall of the retail landscape as we know it. They say that big retailers and chains will lose enough money to showrooming to shut down completely, giving the consumer far less in the way of choice when they go shopping, with power shifting to just a few retailers.
And it's not just happening in the United States; global research has revealed that all of Europe is also engaging in showrooming. And this trend is expected to explode during this year's holiday season, which has many retailers fretting about their sales figures.
Hope for retailers
Those retailers having an online presence have an opportunity to reduce showrooming risk by improving the information on their web sites. Those shoppers who shop cross-channel, or online and in a brick and mortar store, will usually begin that journey on the web, using it to generate awareness and begin research on the product they're considering purchasing.
And interestingly, a study done this year by Deloitte found that those shoppers having a smart phone were 14% more likely to make an in-store purchase than those shoppers who didn't have a smart phone or use it for shopping.
'Onlining' to the rescue
Another trend that's also gaining popularity that will ease the minds of some retailers is called 'onlining'. The reverse of showrooming, onlining happens when people research big ticket items online, and then visit their local store to see the product in action and purchase the product.
While having a customer walk in already knowing pretty much everything about the product they wish to purchase may be a little daunting for retailers, it can alleviate much of the panic associated with the showrooming trend.
Guest author Jesse Schwarz writes on a variety of topics, particularly related to technology. He is a frequent contributor at http://www.highspeed-internet-providers.com/, a site dedicated to helping consumers find the best internet provider in their area. You can also find Jesse on Google.
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