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.
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,