There has been a great deal of buzz and even concern over the concept of “showrooming” for retailers lately. Showrooming is the practice of shoppers researching products in stores, then purchasing online, often from a different retailer for less. However, new research has shed some light on this phenomenon indicating that 88% of consumers are actually far more likely to do their reconnaissance online, and then make a trip to the physical store to purchase. Marketers are calling this new reverse showrooming trend “webrooming”.
This new research was released by Interactions in its second Retail Perceptions trend report, “The Rise of Webrooming: A Changing Consumer Landscape.” The report found that while showrooming still remains popular among 76% of shoppers, the emerging trend of webrooming represents a larger, growing trend at 88%. What’s even more encouraging is that 80% of local mobile searches turn into purchases, with 76% being in a brick and mortar