Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
The act of webrooming, or the process of researching products online then buying them in store, has become the new norm for today's connected consumers. In fact, 88 percent of shoppers regularly webroom while only 76 percent showroom, according to a recent study from Interactions. Most consumers (75 percent) engaged in webrooming, the study reports, because they believed they could find the lowest prices in-store. But ranking nearly as high as a reason was that they prefer the online process for product comparisons (72 percent) and they prefer the experience of researching online (71 percent.)
The report also highlights why people research in-store before buying online (showrooming): 68 percent like to experience the product in person first; 48 percent believe they can find the lowest price online; and 41 percent prefer to seek help from in-store associates during their research process. Interestingly, 18.5 percent showroom to avoid waiting in a checkout line. Overall, 76 percent of survey respondents showroomed.
Other findings from the study:
The study listed the growing popularity of both webrooming and showrooming as another reason consumers expect retailers to be accessible "everywhere they are."
What grade would you give most retail sites for their online research and product comparison tools?