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Embrace Showrooming - do not fight it!

Sep 17th 2014, 08:53

Embrace Showrooming - do not fight it!

Last year 'showrooming' made it into the Oxford English Dictionary – defined as “the practice of visiting a shop or shops in order to examine a product before buying it online at a lower price”.

Although the high street is far from dead, this trend is only expanding. For instance, Amazon is trialling the use of online shopping pick-up lockers in tube station car parks, making it even easier to buy online and collect the goods at a convenient location.

Mobile is the bridge between our physical and digital worlds and plays an ever-growing role in the multi-channel customer journey. According to the Mobile Commerce Compendium, nearly six out of ten smartphone owners have used their device to search information while out shopping. The scary figure is that retailers lose nearly a third of shoppers to in-store mobile use.

Price is not the only factor driving the rise of online and mobile shopping... trust, ease of use and service levels are equally important. If retailers can provide easy access to goods and services via any channel in a consistent manner at a competitive price, they can ensure customers will showroom and shop from the same store.

"It may seem like a daunting prospect, but only by delivering a consistent and seamless experience, can retailers succeed in such a competitive environment," explained Tim Emens, EMEA Industry Director at Lexmark.

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Fastmoving provides news, insight and analysis into the retail and FMCG industries in South Africa and has been doing so for the last 12 years. We provide marketing services to businesses operating in the retail and FMCG sector by creating dedicated company pages, publishing news releases and offering exposure in our regular weekly and monthly newsletters.

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