A recent study from Placed looked at the retailers most at-risk of showrooming behavior. But which retailers are most likely to benefit from showrooming? While conventional thinking would place Amazon at the top of the list, a new study from ClickIQ suggests that “retailers are providing showrooms for each other.” The study looked at the actions of consumers who had used their mobile device while in-store to research a product, and have since purchased the product.
ClickIQ defines showrooming to be the act of “going to a brick and mortar store only to purchase the item somewhere else (usually online) because they found a better item and/or price at another retailer.” The study results indicate that online-only retailers such as Amazon aren’t the only beneficiaries of this type of behavior. For example, among those who researched a product while at Best Buy, twice as many ended up purchasing the item at Target (20%) as did at Amazon (10%), while another 10% bought it at Walmart. Similarly, of those who researched at Target, 14% bought at Walmart, versus 13% at Amazon and 7% at Best Buy. (It’s possible that there are other factors at play here – as the study does not specify the length of time between in-store research and eventual purchase.) Read the rest at MarketingCharts.