Brick-and-Mortar Stores at Crossroads: Is Showrooming the Future of Retail?
By Rob Scott
July 24, 2012
July 24, 2012
Consulting firm Capgemini reports that brick-and-mortar stores are finally realizing the importance of customer relationship management. A new study found that more than half of shoppers believe physical stores will serve solely as showrooms by 2020.- “According to the report, which was based on interviews with 16,000 consumers from 16 countries, 51 percent of respondents said that, in the next eight years, they expect retail locations to be showrooms for selecting and ordering products,” reports GigaOM. “In developing markets, the study said the percentages were higher but that at least one third of the respondents in more developed markets agreed with the assessment.”
- In recent months, it has become clear that cost-conscious shoppers are leaning toward the “showrooming” trend — checking out new products in a store, but then making their purchases online where better deals and price comparisons are clicks away.
- The growth of online shopping sites, mobile phones and shopping apps have led to new options for smart shoppers. “As more consumers reference their mobile phones in-store (52 percent according to a recent Pew study), many are realizing that they can find better prices or deals elsewhere, often online,” notes the post.
- Some retailers are fighting the trend with new initiatives intended to keep customers happy. Retailers such as Walmart, Macy’s and Sears are increasing customer support with the implementation of payment booths, drive-through customer service centers, pickup locations and other services that blend online and offline.
- Best Buy recently announced it will redesign its stores to become more Apple-like, including new features such as a product support center (similar to Apple’s Genius Bar) and the ability to pay from the floor rather than standing in line at the register.
- “As the Capgemini report found, the digital shopper isn’t just digital and expects to be served seamlessly across all channels, physical and digital,” concludes GigaOM. “That goes for Amazon shoppers, too.”
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