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GroupM Next-White Paper-Showrooming and the Price of Keeping Buyers In-Store

GroupM Next-White Paper-Showrooming and the Price of Keeping Buyers In-Store

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Published by GroupM_Next
GropuM Next Research Whitepaper: Showrooming & the Price of Keeping Buyers In-Store
August 2012

Authors:
J. Patrick Monteleone, Ph.D., Director, Research, GroupM Next
Jesse Wolferseberger, Director, Consumer Insights, GroupM Next

Showrooming defines a significant shift in consumer behavior impacting the health of both brick and mortar stores and e-commerce retailers. It is the new habit of consumers conducting price comparisons on a mobile device while in-store, leaving the store and completing their purchase online.

New research conducted by GroupM Next examining the showrooming trend reveals 45% percent of customers shopping in-store at brick and mortar locations will walk out and complete their purchase online for a discount as low as 2.5%. This number jumps to 60% of shoppers who will leave and purchase a product online for a savings of 5%.

Inspired by the rise in showrooming, its impact on online and offline commerce, and impact on marketing strategies at large, GroupM Next conducted research to take a close look at the influencing factors of showrooming. As detailed in this white paper, our research:
• Provides a richer understanding of consumer behavior around this trend
• Identifies the tipping point for brands when the difference between an in-store and online price is large enough to lure shoppers out of stores
• Expands on implications of showrooming and opportunities for brands both in-store and online to capture purchases being made by this audience
GropuM Next Research Whitepaper: Showrooming & the Price of Keeping Buyers In-Store
August 2012

Authors:
J. Patrick Monteleone, Ph.D., Director, Research, GroupM Next
Jesse Wolferseberger, Director, Consumer Insights, GroupM Next

Showrooming defines a significant shift in consumer behavior impacting the health of both brick and mortar stores and e-commerce retailers. It is the new habit of consumers conducting price comparisons on a mobile device while in-store, leaving the store and completing their purchase online.

New research conducted by GroupM Next examining the showrooming trend reveals 45% percent of customers shopping in-store at brick and mortar locations will walk out and complete their purchase online for a discount as low as 2.5%. This number jumps to 60% of shoppers who will leave and purchase a product online for a savings of 5%.

Inspired by the rise in showrooming, its impact on online and offline commerce, and impact on marketing strategies at large, GroupM Next conducted research to take a close look at the influencing factors of showrooming. As detailed in this white paper, our research:
• Provides a richer understanding of consumer behavior around this trend
• Identifies the tipping point for brands when the difference between an in-store and online price is large enough to lure shoppers out of stores
• Expands on implications of showrooming and opportunities for brands both in-store and online to capture purchases being made by this audience

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Published by: GroupM_Next on Aug 20, 2012
Copyright:Traditional Copyright: All rights reserved

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Lee Ekstrom added this note
Just a note: title for Abhishek Berry's report has a typo ... should be "Store Visiting Report" - cheers!
David Weinberger liked this

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