OPERATIONS

Study: One-in-three shoppers showroom

BY Dan Berthiaume

Lewisville, Texas — Almost six-in-10 (58%) U.S. smartphone owners, representing one-in-three overall shoppers, “showroom” or check for better prices on in-store items using their mobile devices. The Parago Dynamic Pricing Study also shows that Amazon is the number one way U.S. consumers compare prices on smartphones in store.

Other key findings include that a price difference of just $5 can sway shoppers from in-store to Amazon purchasing, the majority of showroomers will buy a similar, but not identical item that they find on their smartphone if it is significantly cheaper, 67% of showroom shoppers will buy from a physical store over Amazon when the store matches Amazon’s price with a rebate, and that shoppers showroom across a variety of retail categories including apparel, appliance, automotive, building supplies and tools, electronics and technology, entertainment, housewares and office supplies.

“Shopping behavior has fundamentally changed,” said Rodney Mason, CMO of Parago. “The combination of growing smartphone use, consumers’ determination to find the lowest price and the ability to make purchases on smartphones while in store is resulting in brick-and-mortar retailers losing buyers to savvy e-tailers like Amazon in unprecedented numbers.”

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T.Platt says:
Jul-24-2013 11:29 am

Retailers best combat #showrooming by selling what, when and where shoppers want to buy, via #CEM http://amex.co/13rIN5K

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