MARKETING/SOCIAL MEDIA

Study: Showroomers more likely to buy in store

BY Dan Berthiaume

Boston – Despite conventional industry wisdom, shoppers who use mobile devices for showrooming are almost twice as likely to purchase from the retailer in-store or online (38%) than buy elsewhere (21.6%). A new study from e-commerce technology provider SeeWhy, “Showrooming Realities: When Worlds Collide,” also shows that one third (33%) of more 60,000 consumers surveyed who owned a mobile device had used a device as part of their shopping process, and 12% do it routinely.

When asked about the actions shoppers took when using a mobile device in-store as part of their shopping process, the most common behaviours were looking for cheaper prices elsewhere (35%) and reading reviews of the product (34%), followed by checking prices online for the same retailer (27%) and looking for promo codes (27%). Sixteen percent have checked the stock for an item while in stores.

Other results include:

  • Less than 5% of the total survey pool feel showrooming is unfair to the retailer, and a mere 3% feel “guilty” when showrooming inside a store.
  • The most likely showroomers are young, urban, affluent men. Thirty six percent of this segment has showroomed, and they are twice as likely to use their devices routinely as part of the shopping process.
  • Urban populations (32%) are most likely to showroom, followed by those living in suburban areas who showroom (25%).
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MARKETING/SOCIAL MEDIA

Six-in-10 consumers shoppers say smartphones critical for Black Friday

BY Dan Berthiaume

Nashville – Almost six-in-10 (58%) adults say their smartphone is very important for Black Friday shopping. A survey of nearly 1,000 adults by technology protection services vendor Asurion, also reveals 49% of shoppers will make Black Friday purchases from their smartphone.

For 46% of those responding, the smartphone will be their shopping assistant, providing a wealth of product information. Once that must-have holiday gift is found, 35% of those surveyed said they’ll use their smartphone to save money by finding discount codes and coupons. Smartphone owners surveyed by Asurion said they already have three or four shopping applications from popular retailers on their device. Sixty-two percent say they will use those apps to make their holiday purchases

"Technology should make our lives easier and it looks like smartphones will do that this holiday season," said Bettie Colombo, Asurion spokesperson. "It’s another example of the mobile lifestyle we live today. With our smartphones and tablets we can be connected from almost anywhere. On Black Friday, shoppers and retailers alike will take advantage of that connectedness."

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REAL ESTATE

New Nordstrom Rack opens in Houston spring 2014

BY Dan Berthiaume

Seattle – Nordstrom will open a Nordstrom Rack at Village Plaza at Bunker Hill in Houston. The 30,357-sq.-ft. store is scheduled to open in spring 2014.

The first Houston Rack store opened at The Centre at Post Oak in 2010, and the Bunker Hill Rack will be the third Rack in four years to open in the area. Nordstrom first came to Houston with a full-line store at The Galleria in 2003. The company will open its second Houston full-line store at The Woodlands Mall on September 5, 2014.

“We’ve been steadily growing our presence in Houston and have sought out the best shopping centers across the area," said Geevy Thomas, president of Nordstrom Rack. "We hope to conveniently serve more customers at our new Village Plaza at Bunker Hill Rack."

Village Plaza at Bunker Hill is owned and managed by Fidelis Realty Partners through a joint venture with Weingarten Realty Investors.

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