Showrooming One of the biggest challenges facing brick-and-mortar retailers  in recent years has been the "showrooming".Driven by the desire to get the best prices, many shoppers are now visiting brick-and-mortar stores to personally check on products that interest them, only to leave and then buy the items online.The new trend is forcing retailers to find out new ways to keep consumers from leaving their store for cheaper prices online. Recent research found that 40 percent of U.S.shoppers have showroomed previously, with big-box retailers suffering the most.Specifically, the study shows that Best Buy, Walmart and Target are the most likely brick-and-mortar stores to have shoppers test out a product in-store and then purchase it online later, while Amazon is benefiting most from the practice, with nearly 60 percent of shoppers using the online retail giant  most often to make their showrooming purchases. Smartphones have pushed showrooming into the front.Shoppers no longer have to wait until they get home to see if they can find a cheaper price for the products they're considering buying.With smartphones, consumers can now compare virtual prices, at both other brick-and-mortar stores and online ones while still inside a retail store.If they can find what they're seeking for less online, the majority will be seeking the first exit.A recent study showed that 45 percent of customers shopping at brick-and-mortar stores walk out and buy their purchase online for a discount of as little as 2.5 percent. This puts pressure on retailers to provide both an in-store experience worth staying for and an online presence that can attract shoppers who are showrooming in other businesses. To cut down on showrooming, many retailers are adopting new methods to keep shoppers in their stores.Among the steps they're taking are price-matching guarantees that allow shoppers to pay a discounted price if they find it cheaper online.This ensures that even a showrooming shopper can make the purchase in the store--regardless of whether they find the cheaper price online. Another popular method to fight against showrooming is to give shoppers the ability to buy something online and pick it up at the store.This reduces shipping costs and gets customers in the store, where they may be encouraged to make an additional purchase. It is also important for businesses to take into consideration what makes shoppers purchase something in-store rather than online, and meet those needs.Research has found that more than 8 in 10 Americans consider being able to take the goods home immediately and the ability to touch and feel them--the most important aspects when deciding to purchase in a store rather than online. What contributes to the growing popularity of showrooming?
The wide use of smartphones. The competition between big stores. The advertisement by online retail giants. The decline of the brick-and-mortar stores.