How can I combat showrooming in my store?
The showrooming trend, where shoppers visit stores, research products and then leave to make a purchase online, is becoming an increasing headache for many retailers.
Gopal Kutwaroo, senior director at retail technology firm NCR, says: “Showrooming is generally being driven by price. Consumers have access to thousands of internet sites to get the best deal. Of course, people often want to touch and feel a product in a store before going online to search for the best price.” But he adds there are ways a retailer can address showrooming.
He says a positive in-store experience for consumers can still trump online discounts. “If they’re impressed by the in-store service and have a good rapport with a sales assistant, the ‘guilt factor’ of then leaving to buy elsewhere for the sake of a few pounds is something that works in favour of the retailer,” Kutwaroo says.
Retailers must focus on empowering their staff to deliver better service and improve the overall consumer experience in the store. Kutwaroo says: “Ensure floor staff are well-equipped with strong product knowledge and have the ability to upsell and cross-sell products.”
Retailers can also offer incentives for customers to shop in store, such as exclusive in-store items or deals, or bonus loyalty points.
Technology can be deployed to enhance the shopper experience, such as digital signage, videos or virtual changing rooms.
Free Wi-Fi is also important. “Combining the expertise of your staff with in-store interactive technology creates an engaging experience for consumers and provides more emotional reasons for them to buy in the store rather than going elsewhere,” Kutwaroo says.
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