New Omnico research quoted by PCR-Online indicates that because some retailers are not joining up channels properly, consumers are using their smartphones to join up channels their own way – and this means often using their mobiles in store to go to the retailers’ competitors to get advice and find the best deal.
As 10% of customers buy from competitors by mobile in-store, this new iteration of showrooming represents an additional threat to those retailers that try to preventing showrooming by ignoring consumers’ desire for free Wi-Fi or even blocking mobile signals. However, this is patently a short sighted view. Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omni-channel retail.
In other words, the key issue for retailers is that if they don't face up to the reality of omnichanneling, someone will do it for them...
As 10% of customers buy from competitors by mobile in-store, this new iteration of showrooming represents an additional threat to those retailers that try to preventing showrooming by ignoring consumers’ desire for free Wi-Fi or even blocking mobile signals. However, this is patently a short sighted view. Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omni-channel retail.
In other words, the key issue for retailers is that if they don't face up to the reality of omnichanneling, someone will do it for them...
No comments:
Post a Comment