How To Embrace Show Rooming

Show rooming is a term used when consumers browse the items at a brick-and-mortar store then compare prices online.  With the ever increasing usage of smart phones, consumers are utilizing comparison shopping apps to search for the best price.  Unless brick-and-mortar retailers can compete with online prices for the same product, they will lose the sale.  This trend of savvy consumers’ use of the traditional retailers as their showroom to touch and feel a product is only going to increase.  The dilemma for retailers is whether to combat this trend or find the way to take advantage of the technology.  It is impossible and unwise trying to prevent shoppers from using technology.  Therefore, the best way to combat show rooming is to embrace this trend by taking advantage of it.

 

Retailers should bring the best of online shopping into the store and can do this by providing shoppers with intera  Retailers should also embrace omni channel, which means creating a seamless experience across all store channels and touch points.  This method makes the web, mobile and in-store experience congruent for shoppers.  The use of these technologies can empower the store personnel and be a powerful sales tool by employees.  Some suggest that face-to-face customer approach can create a forced-selling feeling, while the shoulder-to-shoulder approach with these technologies could foster a collaborative effort, as if the staff is helping the customers buy.

 

Retailers should embrace the trend of show rooming to help reduce perceived wait time, increase engagement throughout the sales process, and empower customers to make quicker, better informed decisions.