US consumers are increasingly “channel-hopping” while shopping.
This presentation by faberNovel looks at strategies for bricks and mortar retailers to fight online competition.
Marketers’ opinions about customer behavior, and how the adoption of mobile devices has possibly changed the way they arrive at conversion.
Most in-store online shoppers (62 percent) actually wound up buying the item they were considering but many of them bought it online (showrooming).
About three in 10 showrooming customers later made a purchase from the website of the store they had visited, while one-quarter bought the item they sought from a competitor.
14% of American smart phone owners who have scanned or texted for product information while in-store say they made an unplanned purchase as a result.
45% of customers would leave a store and buy a product online if they found it at a 2.5% discount while comparison shopping using their mobile device.
More than one-half of smart phone owners said they had used their device for showrooming—looking at an item in a store before buying it online from a competitor at a lower price.