The evolution of shopping in a physical, brick-and-mortar store has gone through some definitive changes in the past few years due to mobile technology. Remember the huge threat called “showrooming”? Showrooming is the practice of shoppers researching products in stores, then purchasing online, often from a different retailer, at a better price. When Amazon Price Check was all the rage about four years ago physical stores were considered “doomed” because of this practice.
Then came new research indicating that showrooming was fading and the majority of consumers are actually far more likely to do their reconnaissance online, and then make a trip to the physical store to purchase. Marketers called this reverse showrooming trend “webrooming”. In a KDM Blog post around this time last year, titled Showrooming Fades as Webrooming Trend Rises, we reported that while showrooming still remained popular among 76% of shoppers, the emerging trend of webrooming represented a