Retailers have noticed something interesting recently: The once-feared customer practice of “showrooming” – researchingproducts in-store and then leaving to purchase online – is being overtaken by a new kind of shopper behavior, called “webrooming.” Prospective buyers are now more likely to do their research online and ditch the shipping time by going to a store to make the purchase.
This is excellent news for retailers who worried about a mass exodus of in-person customers. And although webrooming presents some distinct challenges, it also offers valuable opportunities for creative retailers, both large and small.
Recent surveys indicate that just over half of shoppers are showroomers, whereas 60% are webroomers. Not surprisingly, the products you sell affect those statistics. These items are most often researched online, but purchased in-store:
These items are least likely to be researched online prior to an in-store purchase:
It’s a multi-channel world now, so it only makes sense that retailers are using multi-channel merchandising to take maximum advantage of webrooming.
Today’s shoppers are well-armed with information before they arrive in your store, and they may be on a “mission” to make their purchase quickly and get on their way. This shines a new light on traditional customer service, opening the door to new best practices.
Understanding what motivates your customers to use online versus in-store browsing and buying options will help you know how you can facilitate their efforts in ways that still enable you to upsell them and keep them coming back.