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Retailing: Embrace showrooming to ensure customer loyalty

Dec 10th 2014, 09:36

Retailing: Embrace showrooming to ensure customer loyalty

As trends like online shopping, smartphones, and social media have matured, so has the way in which customers research and purchase products and services.

Although physical stores are far from dead, retailers continue to adapt their business models. For example, is trialling the use of online shopping pick-up lockers at garage forecourts, making it even easier to buy online and collect the goods at a convenient location. Makro has done a similar thing.

Mobile devices are the bridge between our physical and digital worlds and they play an ever-growing role in the multi-channel customer journey. According to the Mobile Commerce Compendium, nearly six out of ten (57%) smartphone owners use their device to search information while out shopping. Retailers lose a third (32%) of shoppers to in-store mobile use.

This is why 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'.

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December 2014
Alpen Food Company

The Alpen Food Company is 50% owned by Weetabix Limited, headquartered in the United Kingdom, manufacturers and distributors of well know and highly popular leading cereal brands in that country. Read more
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