What is showrooming?
People visiting and using a physical store as a showroom, so they can touch and feel the product, and then go away to buy on-line.
I have heard this term over and over again by independent retailers who are using it as an excuse for their declining business. In reality, more people actually research on-line first and then go to purchase in-store.
Many independent retailers are scared of the smartphone and what they think that means for them and their business. In actual fact, knowing that the smartphone is a permanent connection between the retailer and the consumer, they should be embracing it. Smartphones allow an exchange of feedback and conversation with each other.
5 Suggestions on how to use this knowledge to your advantage:
- People research product on-line first, so make sure your website is up to date with product information including features, specs and pricing.
- Since people look at dealer locators and where to buy product, make sure your website is optimized so that customers can find you in the first place.
- Have a newsletter signup bar on your website to help grow your database so that you can keep your customers informed about new arrivals and brand promotions.
- Keep your social media accounts up to date and make sure that you respond regularly to people who tweet/chat about you and their in-store experience.
- Make it easy for your customers to research product right in your store, with the use of tools such as QR codes and Blippar apps.
These are just a couple ideas that will help keep your customers coming back for more.