Catch 22: Showrooming

For the past year, we have heard a lot of noise surrounding the growing concept that is showrooming, the term brick-and-mortar retailers either embrace or resist.

For the past year, we have heard a lot of noise surrounding the growing concept that is showrooming, the term brick-and-mortar retailers either embrace or resist.

The reality of the fact is that retailers are falling into a catch 22 situation, with in-store price comparisons becoming the most common showrooming activity. The evolving consumer is gaining control and this can only hurt retailers if they choose to ignore the changing retail experience. A recent study has identified that two-thirds of UK smartphone users have retail apps on their phones, and are the most likely to be searching for a bargain.

Retailers, who choose to hide behind their shiny shutters, may find themselves losing out to those that have embraced the new shopping experience implementing aids to help the mobile shopper ultimately convert. Google has recently published their UK findings into the subject, with an abundance of overwhelming statistics:

  • 90% of smartphone shoppers use their phone for pre-shopping activities
  • 84% of smartphone shoppers use their devices to help shop while in a store
  • Almost half use mobile for 15+ minutes per store visit

Whether you are a fan of showrooming or not, you cannot deny the desirable figures that indicate the shopping experience is changing.