Among those who showroom, two thirds use their phone whilst doing so, providing a major opportunity for brands to interact with consumers via mobile and turn browsers into buyers, at point-of-sale…
TNS’s latest annual Mobile Life study, based on responses from 38,000 people in 43 countries, shows that whilst showrooming is a very real threat, mobile can offer a solution to brands in minimising this risk.
The study also shows that people are open to engaging with brands whilst in-store, with more than one fifth of smartphone owners keen to receive mobile coupons whilst shopping and a similar proportion interested in apps that help them navigate the store they are in, as they respond to the biggest drivers for showrooming: reassurance on price and reassurance on suitability....
However, the key for suppliers and retailers is to resist the temptation to alienate via instore information-saturation, whether physical or online... Converting such potential ‘interruption-marketing’ into ‘permission-marketing’ can be achieved by clear announcements – physical signs, audio and online- that free wifi is available to facilitate online comparison, along with e-advice from both the stores site and brand-owners, all accessible from easy-links at point-of-sale, for those that choose to use the facilities….
In other words, retailers need to be encouraged to optimise this physical encounter with a showrooming shopper by getting their consumer-engagement right, making it easier, more convenient and worth a small premium for the potential purchaser to complete the process at that point, rather than giving the almost-completed sale to an online competitor, for a few pennies less…
Meanwhile, brand owners can help by attempting to measure the maximum price-difference that will just about prevent the showrooming shopper from going elsewhere to complete the purchase
Getting it right will benefit all parties…
TNS’s latest annual Mobile Life study, based on responses from 38,000 people in 43 countries, shows that whilst showrooming is a very real threat, mobile can offer a solution to brands in minimising this risk.
The study also shows that people are open to engaging with brands whilst in-store, with more than one fifth of smartphone owners keen to receive mobile coupons whilst shopping and a similar proportion interested in apps that help them navigate the store they are in, as they respond to the biggest drivers for showrooming: reassurance on price and reassurance on suitability....
However, the key for suppliers and retailers is to resist the temptation to alienate via instore information-saturation, whether physical or online... Converting such potential ‘interruption-marketing’ into ‘permission-marketing’ can be achieved by clear announcements – physical signs, audio and online- that free wifi is available to facilitate online comparison, along with e-advice from both the stores site and brand-owners, all accessible from easy-links at point-of-sale, for those that choose to use the facilities….
In other words, retailers need to be encouraged to optimise this physical encounter with a showrooming shopper by getting their consumer-engagement right, making it easier, more convenient and worth a small premium for the potential purchaser to complete the process at that point, rather than giving the almost-completed sale to an online competitor, for a few pennies less…
Meanwhile, brand owners can help by attempting to measure the maximum price-difference that will just about prevent the showrooming shopper from going elsewhere to complete the purchase
Getting it right will benefit all parties…
No comments:
Post a Comment