Do you “showroom” when you shop at brick and mortar stores? If you use your mobile phone to check for prices online when you shop at physical retailers, then you’re a part of the “showrooming” phenomenon that is sweeping the nation! Quick facts about showrooming: According to data released by comScore, 35% of shoppers have “showroomed” in-store and then gone online to buy their products for a cheaper price. Half of the showroomer population is between the ages of 25 to 34 years old. The most popular items for showrooming included consumer electronics, clothing and accessories. Showrooming has also been found to be more of a factor in urban environments.
A new report on the showrooming trend takes a look at the days of usage and notes that shoppers tend to use price comparison apps more on the weekends, especially on Saturday. Popular price comparison apps include Amazon’s PriceCheck app, eBay’s RedLaser app, and other barcode scanning apps. During the week consumers gravitate towards mobile apps from the major retailers like Walmart, Target and Best Buy.
The major factors that lead to showrooming start with basic price comparison and checking to see if the product is available for cheaper online. But another major factor that plays into showrooming is the desire by consumers to see the product in person before committing to the purchase online. A lot of times consumers want to hold the item in their hands and assess the quality so as to avoid a lengthy product return process down the road. Product availability was another factor that plays into consumers checking for their products online. What’s interesting is the fact that Saturday is the biggest day for showrooming, which might indicate that people generally have more time to shop around on lazy Saturdays.
When was the last time you went out showrooming at your favorite stores? Let us know in the comments!