Showrooming and Webrooming: the latest trends in retail marketing

7 June 2021 / por Cerdá Group

Showrooming and webrooming

Effective marketing is at the heart of any successful product or company. It is what sets apart the best from the rest and also the reason we see major companies spending millions on a marketing campaign. All of it is done to rise above the competition. Currently, showrooming and webrooming have been rising in popularity. The marketing tactic has proven beneficial for retailers across the globe and especially for e-commerce websites.

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Showrooming retail: what does it mean?

Showrooming was seen as a drawback in earlier times but now it is being accepted as part of the customer experience. It refers to when customers visit a showroom to view a product and then buy that same item online, sometimes at a better price. They use the smartphone while they are shopping and try to find better deals at an e-commerce store. Amazon, among others, have earned a lot of profit through this approach.

It is hurtful to the business but advantageous for the e-commerce store. The showroom owner pays extra fixed and variable costs whereas, an online store steals their customer without facing any of the above costs.

Showrooming is a store-owner's biggest fear, but as the world gets more tech-savvy the practice is bound to increase. If retailers adapt to the change and make adjustments, they will be successful. All others who keep following old methods will go obsolete. 

showrooming retail

How to face the showrooming trend and take advantage for your business

You can do a few things to keep your customer hooked to your store and not go anywhere else. Many large brands have made changes that have worked.

Improve the Retail Experience: 

The one thing that promotes showrooming is a boring retail experience. It is your job as a store owner to improve the environment inside your store. You should make it compelling by offering special deals, activities, and offers. If consumers feel the showroom is offering more than the online store, they will stay and likely buy from the store itself. Go beyond the traditional retail approach, give out free drinks, provide different light settings for people to try their clothes, and introduce interactive displays.

Create an Online Presence: 

Your showroom should have an online presence to compete with e-commerce websites. Zara has made this possible by adopting the modern approach and making their stores digital. Consumers can get same-day orders thanks to a robotic arm that makes purchases lightning quick. Moreover, a customer can use the interactive mirrors set all around the shop. When you hold a piece of cloth in front of the mirror, it shows a picture of a model wearing the same item. You can use that approach as a retailer or try to reach customers through email and SMS. Ask for online reviews and offer better deals on a dedicated app for your store. If the young consumer is going to use their phone, they better hop on to your website rather than someone else’s.  

 

You might also be interested in: How to design my point of sale 

 

What products can I use for showrooming

According to a study conducted by Aimia and Columbia Business School, customers are likely to showroom for electronics, household items, books, music, sports products, toys, garments, furniture, and decorative ornaments.

If you have a retail store that deals in any of the aforementioned categories of goods then you are likely to face the effects of showrooming. However, the effects can be mitigated by using clever methods of digitalization and marketing.  

Showroom and webrooming

Showrooming vs webrooming

Showrooming is disadvantageous to the retailer, but there is some relief for showroom owners. Webrooming is the opposite of showrooming. It is beneficial for the retailer and not so much for e-commerce website owners.

Webrooming refers to customers looking at a product online but visiting a store to touch and feel the item before buying it from the showroom. Customers search for products online, look at reviews, and visit the store because sometimes, what you see online isn't exactly what you receive at home.

Many consumers choose webrooming for appliances and electronic products. It is better to closely inspect such items before buying because if the item is faulty, it can be replaced in an instant.     

Cerdá and Showrooming

Whether it is showrooming or webrooming, at Cerdá we are not scared of change. We have a beautifully designed showroom, which houses seasonal collections. You can find bags, stationery items, and other children's favorites in our showroom and on our website. We keep exclusive products that are not easily available online. These rare items and other products are on sale now. Go get yours before stocks run out!

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