Today’s digitally-armed consumers have adopted “showrooming” as part of the buying process. Using brick-and-mortar stores to check out products and later purchase them online is becoming more common and will influence 19 percent of all U.S. sales by 2016. Amazingly, 80 per cent of retailers expect
to be impacted by showrooming, but only one in 10 has a plan to combat it.
Brick-and-mortar retailers have gone to extremes to prevent this. I once saw a retailer post a sign that said, “There’s a $5 charge for looking, which will be credited to any purchase you make before you leave the store.” I don’t recommend this, but that said, there are productive ways to combat showrooming, so you can get those customers browsing and buying in your store. Here are a few ideas that top retailers have successfully implemented.