Your clients are doing Showrooming and Webrooming in your business. What they mean and what you can do

Your clients are doing showrooming and Webrooming in your business. What they mean and what you can do

They can be difficult to keep up with the buzzwords. Especially if you are in retail and you can not spend hours thinking about what each word means, how it affects your business and what you can do about it . Two words in particular that we show are “showrooming” and “webrooming”.

Yes, we know that consumer habits are changing, as they are equipped with smartphones;
They are using online reviews to form their opinions and have preferences for certain types of products they want to buy online, in the physical store or order online and pick up in store.

Large retailers have an armed and wide to solve problems and achieve convergence with consumer demands and budget.
However, as the owner of a small business, things can be a little more complicated.

In this post, we’ll explore what is “showrooming” and “webrooming”, how they
affect your business, and what specific steps can be taken to combat or receive impact on your store.

Here we go.

Before seeing these two trends depth, let ‘s
start by summarizing what we know about shoppers with mobile workers.

report from Columbia Business School showed 5 different types of mobile shoppers:

Also, here shown how they are distributed by age:

Finally here are the three main mobile activities that are launched frequently in a physical store:  

Now that you have a clearer idea of what the modern shopper and what are some of your behaviors in the store, see what is showrooming and webrooming.

According to
technopedia , showrooming can be defined as follows:

“showrooming is when a shopper visits a store to check a product, but then buy it
online from home. This is because many people prefer to see and touch the merchandise will buy, and several of these products are at lower prices in online stores. Local shops become essentially salons sample online shoppers ”

Then the
definition of webrooming by Dr. Gary Edwards of Emphatica:

” Webrooming is the opposite of showrooming behavior.
By doing showrooming, sellers meet the challenge that customers arrive at the store only to find and test the product, then go home and buy them online (often with competing brands). Webrooming, on the other hand, is when customers are looking for products online before going to a physical store for a final evaluation, and finally make the purchase ”

Until recently, there were many negative rumors about how he acted strategy showrooming and as I was finishing with the benefits of retailers, and they have no way to combat this impact.
However, vendors have struggled and employed various means to counter its impact, and the result has been the emergence of webrooming.

According to a survey in the United States,
69% of people do webrooming , while another 46% do showrooming. Some of the main reasons for this have been offline marketers have understood the importance of omni-channel sales, resulting in the adoption of a virtual store, with the focus on providing a better customer experience in the store. Whether through tactics like well – trained salespeople, selections in physical stores of orders made online, in stores with wi-fi or direct discounts on a smartphone inviting shoppers to buy online, webrooming is creating waves in retail .

A good question to ask is what exactly makes customers want to
go to a physical store and make a purchase. Luckily,
a report from Merchant Warehouse has released some key to help you better understand this trend points. According to them, there are some reasons why customers prefer WebRoom on showroom:

In the next section, we’ll see how marketers can turn those points into sales opportunities and reinforce with an online presence for a complete experience.

So with all the changes in buying behavior of consumers, we have compiled a list of three things you as a
seller can do to maintain order in your sales and be able to take advantage of showrooming and webrooming, in an effort to build better relationships with customers and to increase your profits.

According to
resources consumers, Retail Touchpoint’s overall , 60% believe that multiple sales channels including web, social, mobile and physical will generate more stories. If you want to keep these expectations, Shopify makes it much easier to work with our software ecommerce and POS.

Also, as an additional incentive, 56% of respondents said they would spend more money in a physical store that offers the ability to search their merchandise online. 

Human interaction is still a driver of why consumers in some cases prefer to
buy products at the store instead of shopping online. For example, a survey by
Nielsen in 2012He indicated that 69% of respondents think that buying in stores is “more reliable” and 68% said it was the “easiest” way and “more suitable” for shopping.

Retailers can take advantage of this by increasing the interaction between sales staff and customers, and it’s easier to
return products, change or request a refund.

Here’s more data provided by the Columbia Business School study on actions as retailers can take to increase your store shopping:

Buyers are now using their smartphones in stores, why not take advantage of this?
Research shows that 23% have posted updates on their social networks while in a physical store, while 19% have checked in to location services like Foursquare.

Why not request a like your Facebook page or a picture taken with your product and you use your hashtag labeled or Instagram;
or share purchases in Twitter? You can encourage this through competitions, promotions, coupons or other creative ways to make promotional campaigns.

Below is
a look at the level of interest that most consumers on various mobile activities related to your brand:

Consumers will continue entangled technology issues, so it’s time for businesses to
take advantage of and understand the fact, stay competitive, be relevant and profitable, but more importantly, keep pace with the market. We hope that this message has an effect on these two trends, highlighting some key points for your business.

To summarize the issue, we present is well established infographic
Merchant Warehouse showing the most interesting data in your report:
If you liked this post, it
may interest you 10 presentations on the future of Omnichannel sales and how retailers manipulate sight, smell and hearing to trigger purchasing behavior of consumers
A very good place to learn and update themes and concepts of marketing, thanks for sharing

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