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:
"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: