Minneapolis -- Contradicting claims that showrooming undermines retail sales, new survey results from loyalty management company Aimia revealed that showroomers exhibit more loyal behavior than non-showroomers, making them an ideal target for retailers.
Retail showroomers, who browse for items in-store before using their smart phones to find a lower price online, were also found to be active participants in loyalty and reward programs, according to the "Through the Looking Glass" retail brief released on Tuesday.
"Showroomers are more likely to participate in loyalty programs, are more willing to trade personal details for rewards, and are more interested in mobile commerce," said Rick Ferguson, VP, Knowledge Development, Aimia. "Retailers should take advantage of these behaviors to transform showroomers to become loyal – and paying – customers."
Research highlights include:
- American showroomers are 67% more likely than a non-showroomer to participate in a travel reward program membership;
- are 20% more likely than non-showroomers to participate in a retail reward program membership;
- and are three times more likely than non-showroomers to respond to a location-based mobile offer.
"The solution to embracing showrooming behavior lies in retailers leveraging their shopping data to get consumer insights that will help shape their marketing strategies and drive in-store purchases,” said Ferguson.
He suggested that retailers can influence showroomers by leveraging the tools of loyalty management including:
- Using hard benefits to reward desired behavior – offer in-the-midst showroomers to join a rewards program with a rich bonus offer on their first purchase.
- Linking soft benefits (such as exclusive access, experiential rewards and location-based offers) to upper-tier smart phone users;
- Offering a showrooming app through a loyalty program in order to hold on to customer insights; and
- Deploying an aggressive partner strategy – work with and share opt-in data with partners and suppliers to combat showrooming together.