Strategies for Combating Showrooming in Brick & Mortar Stores

Threat To Brick & Mortar Retailers

Showrooming has become a major threat to brick and mortar retailers in recent years. Showrooming is the practice of customers visiting a physical store to check out a product in person, only to then purchase it online at a lower price. This trend has led to a decline in store sales and has forced retailers to come up with strategies to combat it.

Does Showrooming Add To Or Take From Store Sales?

While showrooming may initially seem like a loss for brick and mortar stores, it can also be seen as an opportunity. Many customers who engage in showrooming are still making the majority of their purchases in-store. Additionally, showrooming can provide valuable insights into customer behavior and preferences, which can be used to improve the in-store shopping experience.

How To Offset Showrooming

There are several strategies that brick and mortar retailers can use to combat showrooming. One effective approach is to offer price matching, where the store matches the online price to encourage customers to make their purchase in-store. Another strategy is to provide exceptional customer service and a personalized shopping experience that cannot be replicated online.

Local SEO/SEM Can Help Drive In-Store Sales

Implementing local search engine optimization (SEO) and search engine marketing (SEM) strategies can help drive in-store sales. By optimizing the store’s online presence for local searches, retailers can attract customers who are searching for products in their area and are more likely to make an in-store purchase.

Online To In-Store Foot Traffic – National Retailer

A national retailer successfully used an online to in-store foot traffic strategy to combat showrooming. By offering exclusive in-store discounts and promotions to customers who had visited their website, they were able to drive more foot traffic to their physical stores and increase in-store sales.

International Dealer Network Case Study

An international dealer network utilized a showrooming offset strategy by providing in-store experiences that could not be replicated online. They focused on creating a unique atmosphere in their stores, offering hands-on product demonstrations, and providing expert advice to customers, which led to an increase in in-store sales.

3 Recommended Foot Traffic Measurement Techniques

  1. Utilize foot traffic counting technology to measure the number of visitors to the store.
  2. Implement Wi-Fi tracking to gain insights into customer behavior and preferences.
  3. Use mobile location data to understand where customers are coming from and how far they are willing to travel to visit the store.

Additional Foot Traffic Metrics To Watch

  • Conversion rate of foot traffic to sales.
  • Peak hours of foot traffic.
  • Customer demographics and buying patterns.

Profitable Retailers Are On The Cutting Edge

Brick and mortar retailers who are successfully combating showrooming are those who are willing to adapt and innovate. By staying on the cutting edge of technology, customer experience, and marketing strategies, retailers can continue to thrive in the face of showrooming.

In conclusion, showrooming poses a challenge to brick and mortar retailers, but with the right strategies in place, they can effectively combat it and drive in-store sales.