Fighting showrooming
with showrooming
Diffusion of innovations
Industries are being disrupted
by technology
Stores are …
Imagine a site without …
• eWallets
• Social Login
• Reviews
• Product videos
• Detailed specs/info
• Personalised recommendations
• Wish lists
• Click & collect / Home Delivery / ByBox / Shutl
What does a typical store look like to an online shopper?
ShowroomingInevitable
offline
Shoppers are expected to go ...
In an always-on, always-connected world
45%showroomed because they
wanted to see the item before buying online (comScore)
Make it natural for shoppers to order with you, not a competitor
Fighting showrooming
with showrooming
• WiFi– Engage the Rule of Reciprocity (Mobile data
costs)– ‘Store mode’ mobile site
• Live help– Store #hashtag and @account
• Text rewards & incentives– 74% happy to receive text promo on WiFi
(OnDeviceResearch)– Showroomers are 3x more likely to respond to a
location-based mobile offer (Aimia)– 98% of all SMS messages are opened
• Make the travel to store worthwhile• Fun• Technology
– Tablets for staff– Virtual fitting rooms– Give staff autonomy to discount– Target stores to increase online orders from
within store– Augmented reality
• Scan– QR Codes– URN
• Store Mode Mobile Site– Extra content/videos only available in-store– All site features including reviews
• Pay– In-store, for online purchase– Online, for in-store purchase
• Deliver– Store– Home– Collect via ByBox
• Check-in / Check-out– Automatically– Social Media
• Word of mouth– Social Proof
Online experience in-storeIn-store experience online
Innovate
“Internet retailers will be the high street champions of the future” ~ Me
“Early adopters are suspicious of something that is too polished: if it's ready for everyone to
adopt, how much advantage can one get by being early?” Eric Ries
Innovate