The Battle for Sales: Five Reasons Showrooming Will Always Win

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I did fine last year; I’m just going to do the same thing. I don’t need any new technology capabilities. This is nearly as bad as ignoring showrooming altogether. As the retailer, you have the ability to dictate the customer’s experience, and customer preferences are changing. So why not leverage new technologies and capabilities to enhance the shopper’s experience, making it fun and interactive? Combine the expertise you offer with in-store technology like digital signage and virtual tools, and leverage things like QR codes that automatically send ‘price-advantage’ coupons to your shopper’s phone. This can make all the difference.

Now that we're getting into the holiday shopping season (so hard to believe!), many retailers are preparing for the challenges showrooming will present, while others are trying to ignore the potential issue. Showrooming is basically when a consumer goes into a physical store location to check out a product, looks it up online from their mobile device, and then leaves the store with the intent to purchase online at a cheaper or discounted price. It's a big challenge for retailers who may not have an online presence, or aren't quite sure how to combat it. Henry Helgeson, CEO of Cayan, along with Alexandra Frith, director of marketing at Retail Pro International, have put together a list of tips for retailers to overcome the challenges of showrooming.


Related Topics : SharePoint, Web Video and Voice Conferencing, UK, MySpace, Intranets

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