Showrooming is the term used to describe the act of using mobile phones to do price comparisons, feature comparisons, check reviews or product details while in a physical store. Showrooming does not however mean that the shopper is purchasing online instead.
Columbia Business School's recent report on Showrooming focuses on the intent to purchase online while browsing in-store. In the report, SHOWROOMING AND THE RISE OF THE MOBILE-ASSISTED SHOPPER, 3,000 retail consumers in the US, UK, and Canada were surveyed with the intent to explain how they are really using their mobile devices in-store. The report also explores offline / online strategies that retailers should consider for mobile-assisted shoppers and showrooming. The report also defines five deliniated types of mobile-assisted customers (see below).
According to a report by Econsultancy/BuyDesire, Mobile Marketing and Commerce Report 2013, 67% of retailers admit that mobile-assisted shopping is expanding, only 11% feel that mobile poses a threat to their business.
Most companies (7 out of 10) will be will be upping their mobile budget over the next 12 months. Within the surveyed group, 29% more companies expect to focus on 'tablet-specific websites' or mobile-responsive design. Location-based marketing tools and mobile commerce sites will also be tactics to increase loyalty with shoppers--allowing retailers to drive sales in a mobile-centric world.
SOURCE: Econsultancy/BuyDesire Mobile Marketing and Commerce Report 2013,
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