Showrooming, the practice of consumers doing all their looking in the stores but buying online, presents some challenges for brick and mortar retailers. And, many used showrooming as an excuse for not meeting top line sales and conversion rate targets, among other KPI’s, in store.
Fortunately, showrooming is no longer the big thing!
Now, webrooming – where consumers learn as much as they can about a product online but come into the store to make their purchase – is the much talked about practice…and it’s proving to be a great opportunity for physical retail stores.
“21 percent of U.S. shoppers plan to increase in-store purchasing, more than double the 9 percent of adults who said the same last year.” Accenture
“In fact, when asked what part of the overall shopping experience retailers need to improve, 40 percent say the in-store shopping experience, with just 16 percent pointing to the online shopping experience.” Accenture
And no wonder webrooming is popular and gaining steam…there are many advantages for the consumer.
Advantages such as the satisfaction of touching and feeling the merchandise, no waiting for delivery – take it home now, easy returns – no packaging and shipping, interaction with a (presumably) friendly and knowledgeable associate, privacy considerations and more.
What does all this mean?
It means that retail store management and associates need to be well trained and experienced in handling these customers. It means that fundamental retail selling and customer service skills are needed now, more than ever, to keep this trend going strong.
Opportunities, for the retailer, are huge.
You’re getting a customer who is ready to buy. All the associate has to do is welcome him/her and build rapport, determine needs in addition to the item the customer has already expressed interest in, present the merchandise – along with add ons, of course, close the sale, thank the customer and invite them to return.
These are just retail fundamentals.
The sale, and the customer, are yours to lose. Webrooming is presenting retailers with the perfect opportunity to add value and create loyal customers.
All the Success!
PS: DMSRetail offers the self study course – Retail Selling Skills and Customer Service Fundamentals. You can check it out here.
Other self study courses – for Store Managers, District Managers and other Head Office personnel – are also available, click here.