Impact of Showrooming: From Physical to Web

Posted by Kristen Melendez on Tue, Nov 12, 2013 @ 08:00 AM
Impact of Showrooming From Physical to Web

How many customers have entered your store, checked out a product, and then left? Here’s what might be happening: they see a product online that they like, but they need to see it in-person. Next, after looking at the product, they return home to order the size/style/color they liked at the store, only at a cheaper price, away from the store.

Web sales are fine, as long as they’re buying from you.

But you lose sales if customers order from a different company. Instead, how can you capitalize on a customer in your store, wanting a product they’ve seen online? Why should they be loyal to your store, your company? Here’s how:


In-store coupons can reduce the price of a product a small amount and still garner you a sale. Here’s why: customers like to leave a store with product in-hand. They don’t want to wait. So if you can find the mean between your original price and a price they might find online, you can grab the sale. Offer coupons to get to this purchasing price.

When trying to direct customers to web sales, offer them an exclusive coupon to purchase from your website.


You offer warranties on your product that online stores can’t offer. Let your customers know this. With web traffic and physical traffic, make it known that, yes, online stores might be able to offer you a cheaper product, but you won’t have the same warranties as buying from the company. So let them know about web warranties, as well as the in-store warranties.


Customers don’t want to wait. So ensure them that you can deliver product to them faster than anyone else. That’s why a solid distribution company is imperative. You might not have the size, color, or style they’re looking for online, but assure them that you can have that product delivered sooner than anyone else.


You’re building loyalty with these methods. You’re not only keeping the sales in your store or website, but you’re building a community that customers will return to again and again, because they value the service and advice from trusted, physical stores. Sure, they might end up buying from your website and not your store, but they’ve kept the business within your company. They value you.

Customer Service

One of the major (and perhaps most obvious) differences in retail stores and e-commerce websites are the store associates. They play a key role in helping customers find what they’re looking for. This doesn’t have to stop with retail stores, though. If you have both retail stores as well as an online store, it’s important that store associates can help customers order any items that aren’t necessarily in the store but are available online. The more seamless the process is, the better the customer’s experience, and the more likely the customer will be to buy from your store loyally. 



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Topics: Store Fulfillment, Retail, Customer Service, E-commerce