Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item. - Wikipedia
With smartphones becoming the default mobile device, the process of showrooming is simplified with apps like Amazon Price Check, RedLaser, etc... In response to this growing threat, Target and Best Buy have taken drastic steps to directly price match leading online retailers. At a macro level the threat to brick and mortar retailers is clear, what has widely been ignored is understanding who is doing the showrooming.
In the largest showrooming study to date, Placed identified where Amazon customers who indicated they had showroomed in the past, shopped in January 2013. This population was further segmented by Gender. The results were significant, finding Male Showroomers were 39% more likely to visit Best Buy, 24% more likely to visit Home Depot, and 23% more likely to visit Lowe's than the US population. For Female Showroomers the top three were completely different with Kohl's at 49%, PetSmart at 47%, and Bed Bath and Beyond at 46%.
These insights inform brick and mortar retailers on potential risks associated with showrooming and their customers. Retailers... Read more