Study predicts rise in showrooming this Christmas
A new study has revealed that retailers are likely to see significant growth in showrooming activity in the run-up to Christmas, particularly amongst 20-30 year old men who use their smartphones to compare prices while in stores before purchasing items at a lower price online.
According to new online research from global loyalty group Aimia, over a quarter of men (28%) are showroomers compared to less than 1 in 5 women.
Adults aged between 25 and 34 were found to be the most prolific showroomers with 38% admitting to having used their mobile phone to conduct ‘on the spot’ research into products when shopping in store.
Aimia found that price was the most important factor in Christmas gift shopping decisions amongst both men and women online, outranking additional benefits such as customer service and home delivery.
Jed Murphy, digital director at Aimia, said: “Consumers, particularly men, are more price conscious than ever, so if price remains the driving factor, retailers need to offer ‘Price +’, whether that’s a free 5 year warranty, a no-quibble return policy or loyalty bonus points when the product is bought in store.
“Price + is about creating added value that shifts the focus away from price-only to a service, experience and benefits-led customer proposition that differentiates retailers and engages these consumers.”
The study revealed that 58% of men who bought Christmas presents stated that they purchased gifts online, rather than in-store, to locate lower priced items. In addition 59% of the 25 to 34 age group said they chose to shop online as a means of side-stepping the seasonal masses.
