“Consumers have shifted their path to purchase to include the store as a step, but not necessarily the final step; and this will likely continue to increase over time. Brands need to think about how showrooming can be used to their advantage to navigate would-be buyers to a checkout location, be it in-store or online,” said GroupM Next CEO Chris Copeland. “Showrooming is a label for a massive consumer behavior shift brought about by the ease of access to information on a mobile device. Brands that sit on either side, be it as the physical store or the online merchant, have multiple opportunities with this consumer change.”
“Finding only a small price difference elsewhere using a mobile device is enough to entice a shopper to leave the store and buy online. By employing strategies to reach this massive audience segment, brands can significantly bolster their sales at the register or take advantage of their showrooming and effectively get the sale via a branded app or online property,” noted GroupM Next Director of Research Patrick Monteleone, Ph.D.