A new study has suggested the vast majority of retailers are not concerned that increased showrooming will impact their revenues. There has been a lot of talk about the process of ‘showrooming’ in recent months, with many retailers suggesting that it is becoming a bigger problem. This is the term given to people who brazenly use their smartphones to scour the market for the cheapest priced goods while they are standing in a rival store.
The Mobile Marketing and Commerce Report 2013 found that 67 per cent of retailers acknowledge the use of mobile phones within their shops has increased, but only a small proportion of these people feel this will cost them business.
Around 64 per cent of the survey respondents said they were not concerned about consumers using their handsets to find cheaper goods elsewhere.
The recent Mobile Consumer Report from Vibes indicated there has been a 156 per cent increase in showrooming in the UK over the last 12 months and while most firms are unperturbed by this, some have started to take drastic action that could cost them in the long run.
Econsultancy reported that a very small minority of store owners have introduced a fee for people who are just looking around their outlet. This charge will then be reimbursed when the person makes a purchase.
While companies may think this is a good way to prevent showrooming, it will in fact alienate more customers who are looking to use their handsets to find product reviews and other information.
Rather than taking such draconian action, companies are encouraged to put more effort into engaging with potential customers by providing more relevant online information and useful mobile apps.
According to the Econsultancy/BuyDesire study, seven out of ten retailers are planning to raise their mobile investment in the next 12 months. Store owners are set to increase their spending in this particular area by a global average of 29 per cent.