How Big A Threat Is Showrooming?
1. Maintain consistent pricing across all channels
For years retailers have averaged their margin across categories, so don’t fall prey to the argument that brick-and-mortar stores have a different cost structure than online. Consistency is vital to building a relationship of trust with the consumer, yet only 15% of respondents said they maintained the same price online and in-store.
2. Make it easy for consumers at the shelf to shop your online offerings
If the consumer finds a limited selection on the shelf she is going to pull out her mobile device to see what others have to offer. Few retailers make any effort to direct the consumer to their online store, yet a simple sign with a QR code can easily direct her to your site rather than a competitor.
3. Make it easy to compare products in your online store by providing reviews and side-by-side comparisons
The number one reason that consumers pull out their phones is to get ratings and reviews. In addition to consistent pricing, make it easy for consumers to compare product features and shopper reviews. Consumers are savvy about weighing conflicting opinions – they know that a negative feature for one shopper can be a reason to purchase for another.
Look For Opportunities To Improve The Customer Experience
While there will always be shoppers who “cherry pick” products based on price alone, the vast majority of shoppers consider showrooming a matter of trust. They expect retailers to offer a good deal along with the information they need to choose the product that best suits their needs.
By leveraging the consumer’s mobile device to provide product information at the right time along with a fair price, they can reduce the threat of showrooming and improve the customer experience.
To learn more about the impact of mobile on retail and how to use the right mix of technology components to engage customers and build loyalty, be sure to check out the Mobile Commerce Guide from SAP (registration required).
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