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Showrooming

Showrooming. Marketing Research . What is “showrooming” ?. When people shop for items in store but then make their purchase online. Research Objective. To understand , through conducting research and examining consumer responses, why people have begun to showroom. How do consumers shop?

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Showrooming

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  1. Showrooming Marketing Research

  2. What is “showrooming” ? • When people shop for items in store but then make their purchase online

  3. Research Objective • To understand, through conducting research and examining consumer responses, why people have begun to showroom. • How do consumers shop? • Preferences and intentions? • What are they buying? • Characteristics of consumers?

  4. Usefulness • Online and Brick & Mortar retailers • Better understanding of their customers • Make adjustments to marketing and advertising efforts • Boost in-store sales • Maintain online sales • Implications for future trends in consumer behavior, technology, etc.

  5. Target Population • General: College Students • Males or females of any background and income level, enrolled in a college or university who shop for their own apparel and have access to the internet. • This study: Lehigh Students • Attend Lehigh University + all previously stated criteria

  6. Secondary Research • 48% of showroomers use physical stores to research a product with no plan of making a purchase • Showroomers use their phones during 50-60% of their store shopping • 43% of customers shopping for apparel and accessories purchased them online after showrooming

  7. IBM Study • IBM’s research of 26,000 consumers found that they are in a transitional state • 80 percent of shoppers made their last purchase in store, only half are committed to returning there next time they buy • Half of all online purchases come from the result of showrooming

  8. Results • Highly Connected and Highly Competent

  9. Results • Who are the Purchasers?

  10. Results • "Last Time" - Storefront vs. Online

  11. Results • "Last Time" - Storefront vs. Online

  12. Results • The Online Shopper

  13. Results • Store to Online Transition

  14. Results • Which Items?

  15. Results • Footwear: In Store to Online

  16. Data Analysis: Summary of Results • Storefront and Online purchasing are the most popular apparel shopping methods • The browsing experience • Greater inventory/selection • Vast amount of pricing options • Purchasing shifting from store to online • Pricing options, Sizing options, Convenience, More selection • Footwear--- the new "transfer" purchase

  17. Limitations of the study • Due to the homogeneity of the sample of Lehigh student respondents, results cannot necessarily be generalized across our target of “college students”

  18. Recommendations • Refocus online advertising to better target college students • Social media, sports sites, etc. • Females more than males • Females shop more frequently • Direct advertising towards them • Male population has room for expansion

  19. Recommendations Continued • Create location specific advertisements • Similar to the “Store locator” button • Detail and Accuracy of online products • Multiple angles • Sizing chart • Put certain products only in-store • Encourages in-store shopping

  20. Questions & Comments? • Thank You! All images used under US Fair Use for non-profit, educational purposes

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