Framingham, Mass. -- IDC Retail Insights on Wednesday released a new survey report, “Business Strategy: At Hand Versus In Hand — Will Consumers Have the Upper Hand in the 2012 Holiday Showroom Showdown?,” which found that 48 million shoppers will “showroom” or use their smartphones in some manner while they shop in stores during the upcoming winter holiday season.
This represents a 134% increase from 2011 when 20.5 million shoppers showroomed. IDC Retail Insights forecasts that the number of showrooming shoppers will grow to 59 million next year, 69 million in 2014, and 78 million in 2015. This year, according to the new research, showrooming behaviors will influence $0.7 to $1.7 billion in holiday retail purchases.
Key highlights of the new report include:
“The merchandising and customer services strategies that differentiate a retailer and define its value bear on showrooming shoppers’ propensity to rely on their smartphones in stores,” said Greg Girard, program director, IDC Retail Insights. “Private labels or exclusive brands, customer service, and loyalty stand out as the most promising strategies for dealing with showrooming.”