Shopping in-store or online is no longer mutually exclusive; consumers shop online, browse on their mobile, and drop into stores, on a whim.
81% of consumers research online before visiting a store.
70% of consumers use their mobile while in-store.
68% visit a store before making an online purchase.
What is Showrooming?
Showrooming, also known as researching in-store and then buying online, became popular because people liked to touch and feel the merchandise and purchase online to get a better deal (hopefully).
Why do customers shop online vs. offline?
Shoppers may choose to research and purchase online, because of:
- lower prices and access to better 'web only' deals
- 24/7 access to stores, allowing them to shop on their schedule
- easier comparison of products and prices, cross-retailer
Some shoppers still prefer to purchase in-store, because they can:
- immediately see, touch and try products
- walk out the store with the product
- feel confident they have the correct product for their needs
What is Webrooming?
Researching online and buying offline, also known as webrooming, has increased in popularity tremendously due to the sheer amount of information available to consumers online.
With the rise of mobile, more people opt to webroom rather than showroom. They can conduct research via their mobile device, either at home, in-store, or on the go. This reduces friction during the purchase journey, making it easier to find the right information, when they want it, leading to more confident purchases.