Retail used to be so simple. A customer would come to your store, browse, and make a purchase. That was it. The introduction of the Internet produced a major shift in buyer behavior where consumers would browse in-store but make the actual purchase online – called “showrooming.” But now, research is showing they are going back to their pre-internet roots, preferring to research online (either before they head to the store or even while they’re IN the store) and then purchase in brick-and-mortar stores.
Reverse showrooming – referred to as “webrooming” – is happening for a number of reasons. Many customers are saying they want to try, look at, and/or feel the product before they purchase. They also don’t want to pay shipping costs, or they simply want to check the store inventory online so they know the item is available in the store. Some just want the instant gratification of leaving the store with the item they’ve been wanting. It’s not a surprise that people are doing product research online so they can better plan their in-store trips or get the best deals – that’s just smart shopping! According to Adweek, “Nearly 80% of local searches on mobile devices turn into purchases, with nearly 73% of those purchases being in a physical store.”
What drives the purchase action of webrooming is the experience customers get when they do make it into the store – the service, the look and feel, and the store branding (all represented in your displays and signage, sights, smells, and sounds). Retailers can facilitate webrooming in creative ways, such as creating interactive and “social” displays that connect mobile and in-store shopping and providing appealing fitting rooms (“try-on” promotions can be super effective!).
Contact CAP Fixtures today to learn how we can help you push the limits of display marketing to keep these tech-saavy shoppers engaged.