Handling the Showrooming Challenge in Retail Stores
Consumers come over to your store and check your displays, but they’re not making a purchase. Instead, they use their smartphones to see if there’s a better price online. If they found a cheaper online retailer, they would leave your store and you’d lose a sale.
This behavior is a growing trend among consumers. It is known as “showrooming,” wherein customers utilize the store as a “showroom” to check out products, compare prices or get information from the staff. In some cases, a customer can place an order from a physical stores’ website, but most of the time, they would order from another competitor, such as Amazon to complete their purchase, causing losses for store owners.
Why Consumers Engage in Showrooming?
It’s about smart shopping. Consumers go to a brick-and-mortar store to check out the product they intend to purchase. For instance, they might try out a shirt to see if the size fits, talk to the store staff to learn more about the features of a laptop before purchasing it from somewhere else. Most shoppers do showrooming to compare prices and find the best deals, removing their suspicions before they buy online.
Some consumers prefer to shop online because of the following reasons:
- goods delivered to their homes, often for free.
- Items might be out of stock in a physical store
- rebates or discounts when purchasing online
How to Deal with Showrooming?
The best approach to deal with showrooming is to accept it and use it to your advantage. The advantage of having real people in store is that your staff has more opportunities to engage with customers effectively and provide them with a great shopping experience.
One great way to enhance the customer experience is through excellent customer service. Price isn’t everything. When shoppers come into your store, give them reasons to connect with you. Focus on the value you can provide, the wonderful ambiance of your store, the feeling of owning the product right there and then, or the warmth of your staff. Customers appreciate great service and personal touch. These are some of the things that they can’t get from shopping online.
It also pays to have a knowledgeable staff who can answer customer queries and can persuade shoppers to purchase right now.
Give customers something that’s not available elsewhere, for example, exclusive locally-made items. If they can’t find them in online stores, they are going to purchase it from you.
Since many shoppers love coupons, give them that. You can attract more customers by making online coupons redeemable at your physical store. Also, lead them to your online store and provide them with incentives or special treats to increase the likelihood of them making a purchase.
When possible, offering products that can only be sold in stores reduces the impact of showrooming.
Make your Wi-Fi available to shoppers, especially your loyal customers. Let them access Internet with ease while inside your store. You can also improve shoppers experience by offering mobile apps that they can use while they shop. You can also improve the in-store experience with things such as as special store sale events and return policies. If you do this, customers will think positively about your brand and will be more likely to make a purchase.
How can you handle your customers better?
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