The ubiquity of smartphones and the expansion of e-commerce were supposed to have clear effects on consumers’ showrooming behaviors: They would visit stores to get expert advice, then buy online from less expensive retailers that did not invest in brick-and-mortar outlets. But some recent reports indicate that these clear effects are a little more complicated than the predictions would have allowed.
In particular, a reverse showrooming phenomenon is appearing across product categories, such that consumers research their potential purchases carefully through their computers or mobile devices, and subsequently head out to the store to obtain exactly the version they have determined is their best option. This version is even more prevalent than the expected showrooming: According to a recent poll, whereas 46 percent of U.S. shoppers engage in showrooming, 69 percent exhibit reverse showrooming behaviors.
In either case, Amazon is a key player. More showrooming consumers visit this online giant, after receiving expert advice from salespeople in brick-and-mortar stores, than any other retailer. But at the same time, more reverse showroomers research their options on Amazon than on any other online site before buying in stores.
These activities are widespread among consumers; even millennials, who reportedly buy everything online, report engaging in reverse showrooming for products as diverse as cosmetics, shoes, electronics, and sports equipment. Yet retailers seemingly have not exploited these behaviors until recently, when increasing numbers of them have started promoting the benefits of their knowledgeable staff, in-store services such as Wi-Fi, and potential for immediate discounts.
Discussion Question:
- What is reverse showrooming?
- What are retailers doing to facilitate reverse showrooming?
Source: Emily Adler, Business Insider, August 14, 2014