Showrooming cuts both ways
A recent consumer study conducted by eBay in the UK and Germany found that showrooming cuts both ways. While one-third of online customers do browse in physical stores before purchasing a product on the Net, one-third of those actually buying at a bricks-and-mortar store also browse online for product information. “This just demonstrates how important it is as a retailer to be present, consistent and available across multiple channels, which means an opportunity to increase overall sales by 20-30%,” Michael Kliger, vp, international, eBay Enterprise, said during a Guardian webchat on future retail.
Ranjiv Dale, head of technology, GfK, said 2015 will be the year of the smartphone, a device which has been instrumental in bringing online and offline experiences together. “This has forced traditional retailers to think about how they truly build the seamless, omni-channel experience for consumers and embrace the tech-savyy shopper,” he explained. “In terms of the future, this will only increase the pressures on having a holistic shopping/retail process across both online and offline.