40% of American adults claim to have checked out a product in a brick-and-mortar store before purchasing it elsewhere online (“showroomed”), according to a recent survey from Harris Interactive, although recent data from xAd and Telemetrics suggests that smart phones aren’t being used that often for showrooming. Nevertheless, retailers concerned with showrooming who have adopted a permanent price matching policy might be slightly encouraged with the results from the Harris study, which found 57% of showroomers saying they would be much (20%) or somewhat (37%) more likely to purchase in-store as a result.
Still, a significant 39% said it wouldn’t sway them either way.
A recent study from RSR Research suggests that few retailers are adopting mobile price matching policies, preferring instead to try just to remain competitive. Read the rest at MarketingCharts.