Book - Retail's Last Mile: Why Online Shopping Will Exceed Our Wildest Predictions
Webrooming: Online Retail's Newest Challenge
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WEBROOMING
description
Webrooming is online retail's newest challenge because 78% of shoppers have done it in the past year. That means they have looked up a product online, then bought it in a physical store instead. This infographic explains how prevalent it is and what online retailers can do about it.
Transcript of Webrooming: Online Retail's Newest Challenge
WEBROOMING
WEBROOMINGOnline Retail’s Newest Challenge
WHAT IT IS
WHY IT’S SO IMPORTANT FOR ONLINE RETAILERS
of U.S. shoppers havewebroomed duringthe past 12 months
IT IS A COMMON PRACTICE FOR CONSUMERS
Webrooming is a phenomenon in which shoppers research products online, but
opt to buy them in a physical store.
Yep, you got it, it’s the opposite ofshowrooming. Showroomers browse
products in stores and then choose to buy them online.
Consumers think that the shoppingexperience could use an upgrade
of consumers plan to increase in-store
purchasing
"Consumers have become used to the things they can do online, and expect to be able to do them in-store" said Renato Scaff, managing director of
Accenture Retail.
of internet users liketo see products before
they buy them
ShowroomingWebrooming
WHAT YOU CAN DO ABOUT WEBROOMING
of shoppers want theoption to return aproduct in store
want the instant gratificationof not waiting for delivery
of webroomers don’twant to pay for shipping
78% of U.S. shoppers haveshowroomed duringthe past 12 months
72% 37%
23% 47% 28.5%
Pricing is essential to getting shoppers to complete purchases.Make sure your prices can keep up.
Simple exchanges andreturns across channels
Sales Generated From Webrooming
1.2 TRILLION
225 BILLION
21%40% think the in-store shopping experience could use some
improvement
16% feel that way about the online shopping
experience
from Webrooming
total eCommcerce
1.8 TRILLION
360 BILLION
from Webrooming
total eCommcerce
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Fast, efficient, andcheap (or free!) shipping
Provide complete productinformation and photos so thatshoppers know exactly what
they will be getting
Offer small discountsto make up for the wait
Sources:Merchant Warehouse, CNBC, Accenture, Interactions Marketing, Adweek
http://merchantwarehouse.com/a-retailers-guide-to-webrooming
http://www.cnbc.com/id/101390062
http://www.interactionsmarketing.com/retailperceptions/pdf/Retail_Perceptions_Report_2014_05.pdf
http://www.adweek.com/news/advertising-branding/study-shows-prevalence-consumer-webrooming-157576
Price consistentlyacross channels
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Forrester reports that webrooming will bring in $1.8 trillion in sales by 2017 for brick-and-mortar retailers,
compared to $1.2 trillion in 2012.
To put it all in perspective, total ecommerce sales should reach
$370 billion by 2017.
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