It's a losing battle.
At 360Connext, our Customer Experience Investigators™ have been working hard to gather evidence to build a case against showrooming. What we have found may surprise you.
Showrooming is here to stay. Here's why:
Instead of truthfully working to understand the way customers behave, many retailers are trying to combat showrooming in ways that are not truly customer-centric. Customers are not afraid to use the technology that brings more information to their fingertips. The ability to quickly and easily do some comparison shopping right from their smartphones is now commonplace.
What does this really mean for retailers? If you're going to try and battle showrooming, you are going to lose. Customers will most certainly, now more than ever, shop on their own terms.
Embracing showrooming for a win/win experience
Personal care and cosmetics retailer Sephora is winning the loyalty of milions of customers simply by offering a world of choices and encouraging them to shop on their own terms- from mobile, desktop, in real life, or a combination of any of the above.
It goes to show you, if you offer customers the shopping experience THEY want, and embrace their habits and preferences instead of trying to change their behavior, it may take some... Read more
It's a losing battle.
Mobile is quickly redefining how we interact with brands on a daily basis. Media companies report that visits from mobile phones and tablets have more than doubled in the last 12 months and now compose 20 to 30 percent of overall traffic across the Internet. According to the IAB, in 2010 mobile only accounted for 2.1 percent of Internet advertising spend but worldwide mobile ad spend is projected to rise to $36.87 billion in 2016 according to eMarketer. One macro-trend coming out of the industry is how mobile is still a relatively uncharted realm for advertisers, and those brands who find the right mix of ad relevance and experience will be the victors.
I feel that as an industry, we are just now diving deep into the real potential of mobile advertising. We must think about the possibilities beyond mobile banners to help brands and publishers alike enable native experiences that are truly optimized on mobile devices. Our goal at Zumobi is to captivate consumers with brand integrated experiences on mobile as it has become the screen of choice in 2013 and beyond.
As mobile advertising continues to ascend to new heights, industry thought leaders are paving the way for the development of mobile as... Read more