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.
The following is a response to Emma Straub's Time.com piece, "Browse at a Bookstore, Buy at Amazon: The Evil of Showrooming."
Dear Ms. Straub,
I was surprised to learn, in your recent article on Time.com, that I am evil. While I am generally regarded as an obnoxious smartass, I had foolishly believed, until I read your article, that only my wife’s cat and my first-grade teacher, Sister Victorine, saw me as truly evil.
Admittedly, you did not single me out as the devil’s spawn; you took a broad swipe at a large and growing segment of your own customer base – those who [shudder] scan the barcodes on books with their smartphones while browsing in independent bookstores like yours. You reached the summary judgment that we lowly, “sneaky” barcode scanners are “selling out” your bookstore by using it as a showroom to browse books that we intend to purchase from the depths of Hades itself, Amazon.com.
I understand why independent booksellers and other local merchants are vexed by the problem of shoppers defecting to Amazon for lower prices; our own Digital Futures Group studied this phenomenon in its report on mobile retail behavior. But perhaps my own buying habits will prove illuminating. When I’m... Read more