Retail surgery: How can I make the most of the growing ‘webrooming’ trend?

The opposite of showrooming, webrooming is the practice of searching for products online, before heading out to buy them in-store.

It appeals to consumers who don’t want to miss out on the in-store experience – or the chance to quiz staff – but are still keen to obtain a wider knowledge of the product before purchase. They also don’t want to wait for delivery.

Darren Jackson, retail services director at the APS Group, a marketing services provider, says that retailers hoping to capitalise on this trend need to focus on providing an interactive experience that offers the webroomer all the benefits of in-store shopping.

He explains: “The most important qualities that webroomers look for are found in exceptional customer service, knowledgeable staff and reasonable prices – all within an exciting and innovative in-store experience.’’

Webroomers search online to find out which products have the best reviews, which shops offer

the best prices and where to find the next best alternative if a certain size or colour isn’t in stock. So, if the in-store experience does not live up to expectations, the webroomer will simply buy elsewhere.

“By creating a digital-first strategy, retailers can enhance the shopping experience and create brand ambassadors that return time and time again to the physical store,” Jackson adds.