Nine Percent Of US Customers Showroom: Long Live Showrooming
Nine percent of the US online population take part in showrooming — and 41% percent of those US online customers who check prices on their phone while in a store end up making their purchase at another retailer. Despite the claims of some retailers, showrooming is clearly far from dead, thanks to price-matching online competitors.
In fact, according to new Forrester research, showrooming is not only prevalent today but will become even more common among shoppers in the future. This is made clear by the current in-store behaviors of younger shoppers: 33% of Millennials currently check prices on their mobile device while in a store, and 15% have showroomed in the past three months.
So how should retailers prepare for this growing trend? They have two options: Embrace showrooming by focusing on improving conversion rates in-store or become the destination for reverse showrooming activity.
Visit the the full research report to learn more.