#Findings showroom free#

This is one of the first studies to investigate consumer behaviour related to cross shopping based on psycho-social dimensions. The present study has multiple implications that would enable managers to effectively utilize cross shopping behaviour such understanding of satisfaction beyond those derived from the product only. The present study contributes to the domain of cross shopping behaviour by illustrating the social motivators behind the same and novel satisfaction outcomes because of the cross-shopping process. The findings also revealed contextual moderators of the cross-shopping process. The findings indicate various motivations of cross-shopping such a habit and the joy of discovery while novel aspects of satisfaction emerge such as process satisfaction and social satisfaction. The researchers conducted 52 in-depth interviews and the collected data were subjected to open and axial coding to generate the conceptual model. The study is exploratory and is conducted using an interpretive approach.

The present study explores the socio-psychological motivations and different types of satisfaction derived from “cross-shopping” behaviour namely, showrooming and webrooming in a developing nation. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.The concepts of showrooming and webrooming have been well researched but majorly from the marketing/economic perspectives. A Deloitte study found that shoppers who use a smartphone in-store are 14% more likely to convert in-store than those who don’t, even when those smartphone shoppers use a mobile app or site not belonging to the retailer.ĮMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. In-store shoppers who make a purchase after using a mobile phone to look up product prices usually buy at that store rather than online or from another store, according to a Pew Research survey conducted in December 2011.Īdditionally, smartphone shopping dramatically improves in-store sales. “ Second, they are dealing with consumers who are better informed, more demanding, and more aware of alternative sources of goods and services.”ĭespite the threat many traditional retailers believe showrooming poses, consumers aren’t necessarily doing in-store smartphone research in order to make a purchase online. First, brick-and-mortar retailers likely have higher fixed costs than their web-only rivals, making it hard to compete on price,” said eMarketer. “The showrooming phenomenon exposes two potential vulnerabilities for brick-and-mortar retailers. According to research from InsightExpress, in 2011 59% of smartphone owners said they used their phone to find a better price while shopping in-store, an increase of 19 percentage points over 2010. And as the number of smartphone users grows, shoppers increasingly have the ability to take their research activity into the store. Showrooming is a natural outgrowth of consumers’ desire to research products and compare prices.

#Findings showroom free#

How does offering free in-store Wi-Fi help retailers reduce showrooming?.

How likely is it that a showrooming consumer will purchase in-store?.

What products are most vulnerable to showrooming?.

The new report, “Adapting to a Showrooming World: How Retailers Are Earning Customer Loyalty,” analyzes findings from dozens of third-party research providers and interviews with industry executives, answering key questions about how retailers can better respond to showrooming, including: Instead of trying to combat showrooming, progressive retailers are focused on winning customer loyalty by providing exceptional shopping experiences. NEW YORK, NY (August 15, 2012)- A new eMarketer report finds shoppers armed with smartphones aren’t posing the threat brick-and-mortar retailers might think they are. Smartphone shoppers more likely than non-smartphone shoppers to make in-store purchase