Showrooming in F&G 2013

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Showrooming 2013 Current Attitudes to Showrooming by Shoppers

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Evolution Insights Ltd Prospect House

32 Sovereign Street Leeds

LS1 4BJ Tel: 0113 389 1038

http://www.evolution-insights.com

Evolution Insights: Shopper Insight Series

• Evolution offer a range of products & services for clients in the field of shopper research:-

• Off-the-shelf research

– Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery

• Insight Plus

– Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs

• Bespoke Consulting

– As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements.

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.

Further information is available at our website http://www.evolution-insights.com

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About Evolution Insights

As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.

Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.

We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.


Key Findings and Summary

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Since the advent of the internet, consumers have found it increasingly easier to research better deals online. As we move into 2013, reports show that mobile internet is more popular than ever before, due to advances in technology alongside a faster and more widespread broadband connection. These factors have contributed in forming a new shopping trend: Showrooming.

£?!

Ahh, its cheaper online!!

Showrooming is the practice of visiting a store to browse a product then purchasing it online. Online shopping is forever on the rise due to its convenient nature and cheaper prices. However, many shoppers feel the need to see or try the product in person first. The consumer focus on mobile internet and advanced technology such as smartphones and tablets makes it easy to compare prices in store, causing a threat to the high street.


Introduction to Showrooming - Definition

Introduction to Showrooming - Definition


Lets look at that page again…

Type 1 are Active Showroomers

Type 2 are Passive Showroomers

Which items are the most likely to be Showroomed? • High cost • Large items • Low frequency of purchase

Shoppers may or may not enter the store with the purpose of Showrooming. However, in hindsight we may consider their actions to be Showrooming. The shopper does not necessarily have to check the item online before going into the shop, the act of Showrooming may begin while in-store (if they then go on to purchase the item online).

The effects of buying cheaper products online surfaced in the run up to Christmas 2012; due to the practice of showrooming the British high street lost an estimated half a billion pounds in revenue. The new savvy shoppers have left some retailers in a difficult position as they enter into 2013.

Who are benefitting from the trend?

Who are at a disadvantage?

Studies show that showrooming is on the rise with figures

increasing from 28% to 38% of

shoppers partaking in the ‘revolutionized shopping

experience’ in just over a year.

Some dispute the notion that showrooming is putting stores at a disadvantage. Although a staggering 82% of shoppers

admit to hitting the stores with smartphones in hand, 3 in 10 of said shoppers didn’t buy

from competitors but purchased the product in store

or from the store website.


Introduction to Showrooming – Retailers Affected

Showrooming – This Report


With the recent demise of many high street regulars such as HMV, Jessops and Republic, is it not surprising that people are looking for a scapegoat for increasing declines in sales, and this is seemingly falling onto internet shopping, and more specifically, the new phenomenon of Showrooming. Retailers whose main proposition is a physical store are thought to be generally on the back foot as they invest largely in retail space, staff, inventory etc., in a way which their online competitors do not have to. The difference in these overheads allows online stores to offer shoppers higher discounts on their goods, effectively undercutting physical stores on the same products… Convenience is key. If shoppers can get the same product cheaper while sat at their desk, or in their pyjamas at 2am, what is their motivation to go into a busy shopping centre, or a cold and rainy town centre? Perhaps the motivation isn't strong enough. And therein lies the problem for high street stores. What do they really offer that an online store doesn’t?..

Methodology

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Secondary and desk research

Preliminary quantitative survey

Focus groups Main quantitative

survey

Insights

Evolution carried out a preliminary survey of 100 shoppers , to test questions for the main survey.

Detailed secondary and desk research was conducted to define the digital shopper marketing landscape, macro drivers and trends, scope and examples of initiatives to date.

Initial insights gained were used to help further design the main survey.

The main survey was completed by 1,193 UK adults who said they regularly shop for food & grocery.

Comprehensive and detailed assessment of all the data received was then used to discover insights.

Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers.

Methodology


Evolution’s methodology

Detailed shopper insights were gained from a survey of 1193 UK adults who say they regularly shop for food and grocery and own a smartphone. The samples were fully representative of the UK population.

The survey contained 3 questions relating to Showrooming – in addition to standard demographic profiling questions.

The survey was carried out online during February 2013.

Methodology - Quantitative Survey


Advantages of Showrooming

Reasons for Showrooming

Who is Showrooming (categories)

Ownership of Smartphone

Demographic profiling

Topics of questions in quantitative survey

Contact us

Evolution Insights Ltd

Prospect House 32 Sovereign Street

Leeds LS1 4BJ

Telephone: 0113 336 6035

e-mail: [email protected]

Web: http://www.evolution-insights.com

Company No. 07006001

Country of Incorporation: United Kingdom


Showrooming in F&G 2013

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