Let’s dig into this chart from a recent Harris Poll.
They asked showroomers: “which online retailer do you most frequently purchase from after visiting a brick and mortar store?”
Looking at the left side of this chart, there’s no competition. Literally. The right side of the chart intrigues me but I’m not sure I’m reading it right.
- 66% of Best Buy showroomers ended up buying from Amazon. Yes?
- 72% of Target showroomers ended up buying from Amazon.
If that’s correct then it’s no wonder retailers are crying about the concept. Drop down and look at the Best Buy line. 12% of in-store shoppers bought from Best Buy online – that’s an okay trade off. The local store manager wouldn’t agree but at least the money stayed in the family. But all the other numbers show that there’s not much use for cross shopping the major stores.
Even eBay fails the showrooming test. But how can there be “ebay showroomers?” Maybe I am reading this chart wrong. Someone help!
Here are the facts straight from Harris:
- Men prefer showrooming at Best Buy over Wal-Mart or Target (28%, 19% and 10%, respectively)
- Women’s first showrooming destination is Wal-Mart (23%), followed by Best Buy (17%) and Target (14%)
- Men’s average spend the last time they showroomed ($210.10) is significantly higher than women’s ($137.10)
So how do you stop the showrooming leakage? 57% of showroomers said they’d be more likely to buy in-store if the store price matched. It can be a tough cut to take but it beats losing the customer altogether.
I’d like to pause a moment for my true life customer rant of the week. I had to get a smog check on my car and while I waited, I browsed the automotive store and found a bright red iPad case for only $14.99. I’ve been looking for a bright case to replace my black one for awhile but they can be very pricy. I considered it fate and grabbed the only one left on the shelf. (Why are they selling iPad cases at an automotive store?) I was about to pay when I noticed that someone put their greasy automotive fingers through the “feel me” hole on the packaging, leaving behind a black smudge that wouldn’t come off. Obviously why the case was the only one left on the rack. I asked the manager if he’d take a little off the price because of the damage and he refused. He said it was “brand new” so he couldn’t mark it down.
Hmm. . . what does new have to do with it? It’s damaged and it’s obviously been sitting on the shelf because of it. Wouldn’t you rather sell it for $2 off than not sell it at all? Who is going to pay full price for a damaged case? He literally spoke to me like I was a criminal for asking. I left without buying and he lost a customer. Really? And you wonder why people buy online?
Rant over. Here are the reasons why people will purchase in-store rather than online:
- Being able to take the item home immediately (86%)
- Taking advantage of sales in store vs. prices online (84%)
- Ability to touch and feel item (83%)
- Not having to deal with the hassles of returning online such as paying for shipping and/or having to pack item (83%)
And having a manager who is interesting in keeping the customer happy helps, too.