Effective marketing is at the heart of any successful product or company. It's what separates the best from the rest and also the reason why we see top companies spending millions on big campaigns. Everything is done to outperform the competition. Currently, showrooming and webrooming have been gaining popularity. Marketing techniques have proven to be beneficial for retail around the world and especially for eCommerce websites.
Retail showrooming: what does it mean?
Showrooming was considered inconvenient in earlier times, but is now accepted as part of the customer experience. Refers to when customers visit a showroom to see a product and then purchase that same item online, sometimes at a better price. They use the smartphone while shopping and trying to find better deals in an eCommerce store. Amazon, among others, has made a lot of profit through this approach .
It's bad for the business but good for the eCommerce store. The showroom owner pays additional fixed and variable costs, while an online store steals from its customers without facing any of the above costs.
Showrooming is a store owner's biggest fear, but as the world becomes more tech-savvy, the practice is on the rise. If retailers adapt to change and make adjustments, they will be successful. All others who follow the old methods will become obsolete.
How to face the trend of showrooming and take advantage of your business
You can do a few things to keep your customer hooked to your store and not go anywhere else. Many big brands have made changes that have worked.
Improve the retail experience:
The only thing that promotes showrooming is a boring retail experience. It's your job as a store owner to improve the atmosphere inside your store. You must make it convincing by offering promotions, activities and special offers. If consumers feel that the showroom offers more than the online store, they will stay and probably buy from the store itself.
Go beyond the traditional retail approach , offer free drinks, provide different light settings for people to try on clothes, and introduce interactive displays.
Create an online presence:
Your showroom must have an online presence to compete with eCommerce websites. Zara has made this possible by taking a modern approach and digitizing its stores. Consumers can receive orders the same day thanks to a robotic arm that makes shopping a breeze. Additionally, a customer can use the interactive mirrors arranged throughout the store.
When you hold a piece of cloth in front of the mirror, it shows the image of a model wearing the same item. You can use that approach as a retailer or try to reach customers through email and SMS . Request reviews online and offer better deals in a dedicated app for your store. If the young consumer is going to use your phone, it is better for them to visit your website instead of visiting someone else's.
What products can I use for showrooming?
According to a recent study, customers are likely to come to the showroom for electronics, home goods, books, music, sporting goods, toys, clothing, furniture, and decorative trim.
If you have a retail store that deals in any of the aforementioned product categories, you are likely facing showroom effects. However, the effects can be mitigated through the use of clever digitization and marketing methods .
Showrooming vs webrooming
Showrooming is a disadvantage for the retailer, but there is some relief for showroom owners. Webrooming is the opposite of showrooming. It is beneficial for the retailer and not so much for eCommerce website owners.
Webrooming refers to customers looking at a product online but visiting a store to touch and feel the item before buying it in the showroom. Customers search for products online, look at reviews, and visit the store because sometimes what they see online isn't exactly what they get at home .
Many consumers choose webrooming for home appliances and electronics. It is best to closely inspect such items before purchasing because if the item is faulty, it can be replaced in an instant.
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