Showrooming is the practice of visiting a store in order to examine a product before buying it online at a lower price. This phenomenon has had an obvious impact on retail sales both in the e-commerce space, as well as brick and mortar. Having a cohesive marketing strategy across both platforms has challenged retailers in recent years, but is essential when trying to drive in-store conversions in such a hyper-mobile atmosphere.
There are multiple factors (among many) that come into play when developing a strategy to leverage mobile in-store:
- Though somewhat obvious, having a mobile compatible site is critical at this stage of retail e-commerce. Beyond this, engaging with the right data vendors that are able to geographically or contextually target your message will prove to increase engagement and conversion rates.
- Users consult their phones before consulting an in-store employee. It is essential that the user’s mobile experience is seamless and compliments in-store marketing efforts. Similarly, adopting an ‘opt-in’ strategy rather than incessantly reaching out to users will create a more satisfying environment that will find you qualified, repeat customers.
- When shoppers do engage with employees, having a knowledgeable and well-informed staff gives shoppers piece of mind and encourages in-store buying. If users believe they are getting the same deal in-store as they would online, they are more likely to convert.
- Lastly, merge your mobile purchase path with that of in-store. Mobile payment and in-store app engagement techniques bridge the gap between e-commerce and brick and mortar. Encouraging users to pay with their smartphone or login to the brand’s app to receive in-store credits/promotions, is a great way to create that unified experience.
Retailers would be remiss in trying to combat this mobile trend, as it already consumes a majority of in-store activity. Rather, they should recognize that showrooming and mobile price matching are going to remain constants. Users who consult their mobile devices are statistically more likely to purchase in-store than non-mobile consumers. Capitalizing on that traffic and ensuring that your site is mobile ready will be the only way to continue to increase in-store conversions.
