Spotlight on Webrooming
Consumer behaviors continue to shift as new purchase pathways emerge and digital solidifies its place in commerce. These changes as well as the ubiquity of mobile are resurfacing the concept of what many refer to as ‘webrooming.’
Webrooming occurs when consumers research products online and then buy them in-store. A ‘webroomer’ can research at home or at the retail establishment; however a webroomer’s final purchase always takes place at the physical location.
When online shopping started to boom, many retailers feared reports which indicated consumers were coming in-store to try on and feel products, only to go online to complete their purchase at home –this is known as ‘showrooming.’ After further analysis retailers were able to see the bigger picture and although showrooming was a real phenomenon, webrooming was the more frequent path. These trends illustrate that consumers have more options than ever before and they’re willing to use all channels available to seek the best experience with the most favorable outcome.
With the purchase pathway blurring between digital and physical actions, we need to become experts on how these actions intersect. Now that we have overcome the dawn of the ‘informed consumer,’ and the evolution of digital and the rise of mobile, we must continue to adapt to expectations, behaviors and most importantly –technology.
This ‘Spotlight On’ looks at the facts behind webrooming and how we can leverage this behavior to further connect with consumers in the digital-physical manner they demand.
To continue reading please download Spotlight on Webrooming