Web-to-Store

Recently ShopperTrak reported that during the post-Black Friday week, retail foot traffic increased 3.7% over last year. Larger chains like Wal-Mart, Target and Meijer have done an excellent job this holiday season combining their brick-and-mortar stores, online, and mobile channels into a seamless customer shopping experience. Other retailers with weak multi-channel communications and commerce strategies are experiencing a bit of coal in their stocking. These channel laggards are susceptible to being out-marketed and exposed to increased revenue loss due to consumer shopping behaviors such as showrooming.

This rising trend of consumers viewing merchandise at a brick-and-mortar location, making cost comparisons on their Smartphones and tablets in store, and then going online to finish the purchase is estimated to influence up to $1.7 billion in 2012 holiday retail sales. One-in-five consumers are now showrooming, according to new research by Aprimo/Teradata and Forrester Research. This trend can’t be ignored, as 96% surveyed said they plan to use their smartphone to research prices the same way or more in the future. Here are three ways retailers can help capture prospective customers who are conducting product research, convert serious lookers into buyers, and win the showrooming challenge.

Le showrooming est un des mots les plus utilisé dans le etail, ecommerce... cette année.

Pourtant c'est un comportement consommateur qui existe depuis plusieurs années, et le mobile l'a facilité ce qui occasionne les émois de la distribution