We recently talked about the fact that while showrooming is still a dirty word for brick and mortar retailers, they have been making active efforts to combat showrooming’s effects – some even actively embracing it and using it to their advantage.
Well it seems as though their efforts are paying off.
IBM recently released a study which showed that although the number of shoppers who showroomed in 2013 was higher than in 2012, 8% and 6% respectively, the spending attributed to the practice was lower – only 30% of online purchases came as a result of showrooming compared to 50% in 2012.
However, this drop in showrooming could be the result of consumers feeling more comfortable shopping online without first having to go to a store.
For this reason, brick and mortar retailers need to continue taking proactive steps to personalize the in-store experience based on customer needs and further integrate their online and in-store offerings.
What’s more, however, is the growing trend of combating showrooming by actually embracing it – such as Best Buy’s business strategy and the partnership between Nordstrom and Blue Nile.
Customers can compare and interact with products from companies such as Microsoft, Samsung and Apple, while also being able to ask questions to dedicated salespeople.
By becoming the “Ultimate Holiday Showroom,” offering a price-match guarantee, adding more fulfillment options and launching an integrated loyalty program, Best Buy became more economically compelling – which is the top reason why consumers showroom in the first place.
Strategies for Success
In order to optimize relationships with consumers, brick and mortar retailers need to know more about their customers so that they can personalize the shopping experience and keep more purchases in-store.
Every customer interaction allows retailers to gather more information, which will help to facilitate a better and stronger relationship between retailers and consumers.
The key will be to capitalize on that customer data by turning the unstructured information into a consolidated view of the customer and by identifying actionable insights in a timely manner.
That is a very difficult challenge for most retailers. But that’s okay; we’re here to help.
Buxton’s customer analytic solutions allow you to go beyond loyalty program data, email lists and transaction records in order to understand who your best customers are.
Armed with these insights, your marketing can become more efficient and effective through targeted, tailored messages and in-store campaigns that make stronger appeals to your audience.