Most brick-and-mortar retailers express a lot of concern in this internet age about “showrooming” – when consumers visit a physical store to browse a product and then price shop it online to make their purchase. But a new study from Merchant Warehouse says that the reverse may be true more often than retailers think. Webrooming (aka “reverse showrooming”) – where consumers research a purchase online to choose a product and find a good price on it before making a purchase in a brick and mortar location – is actually more prevalent than showrooming.
According to the research, consumer motivation for webrooming includes avoidance of shipping fees, ensuring an item is in stock before venturing out to shop, and getting their purchase immediately.
As a result of what they learned from the study, Merchant Warehouse has some recommendations for local retailers about how to capitalize on webrooming. Continue Reading →