Showrooming

Retailers in 2012 have to deal with an ever changing consumer who is shopping in a different way. As a result we have a new trend, “Showrooming” This is where the consumer walks into your store looks at the products you have on offer and then takes a photo with their smart phone and compares prices with other retailers. You may feel this is rude, but it is not going to go away. According to research by Pew Research in the USA in the 30 days leading up to last Christmas 33% of adults engaged in showrooming. 25% of them to find a better price deal somewhere else. Amazon.com have launched ‘Price Check” as a smart phone app and many consumers are using this around the world. In an article by Michael Baker in the Winter edition of Smarter Business in Australia he recommends that retailers take the following action to help counter showrooming; • Sell more exclusive products and try to avoid the “me to” products that can easily be compared. • Develop limited time offers to create some urgency and a buzz in the store. • Create an outstanding store experience using your merchandise and new technology. • Ensure your sales team are building relationships with the consumer and are not just selling. This is a trend we will all have to get used to, discuss it with your team and develop a strategy to reduce the effect.