Last Christmas, brick and mortar retailers were worried that showrooming would cut into their bottom line. This is when a customer visits a store but then uses their smartphone to find the same item for a lower price online. I swear this is why some of my favorite stores have the worst cell phone reception inside their walls. No problem, I’ll just step outside to search.
This Christmas it’s the online retailers who need to worry thanks to a new trend called webrooming. (That’s web – rooming, not we-brooming.)
According to a new Harris Poll, more customers will be doing their initial research online before running out to buy at the store.
Let’s start with a clearer definition of terms. Here’s the way Harris phrased the question: