Survey: Showroomers more loyal to retailers than nonshowroomers

MINNEAPOLIS — Contradicting claims that showrooming undermines retail sales, new survey results from loyalty management company Aimia revealed that showroomers exhibit more loyal behavior than nonshowroomers, making them an ideal target for retailers.

Retail showroomers, who browse for items in-store before using their smartphones to find a lower price online, also were found to be active participants in loyalty and reward programs, according to the "Through the Looking Glass" retail brief released on Tuesday.

"Showroomers are more likely to participate in loyalty programs, are more willing to trade personal details for rewards, and are more interested in mobile commerce," Aimia VP knowledge development Rick Fergusonn said. "Retailers should take advantage of these behaviors to transform showroomers to become loyal — and paying — customers."

Research highlights include:

  • American showroomers are 67% more likely than a nonshowroomer to participate in a travel reward program membership;

  • American showroomers are 20% more likely than nonshowroomers to participate in a retail reward program membership; and

  • American showroomers are three times more likely than nonshowroomers to respond to a location-based mobile offer.

"The solution to embracing showrooming behavior lies in retailers leveraging their shopping data to get consumer insights that will help shape their marketing strategies and drive in-store purchases,” said Ferguson, who suggested that retailers can influence showroomers by leveraging the tools of loyalty management, including:

  • Using hard benefits to reward desired behavior: Offer in-the-midst showroomers to join a rewards program with a rich bonus offer on their first purchase.

  • Linking soft benefits (such as exclusive access, experiential rewards and location-based offers) to upper-tier smartphone users;

  • Offering a showrooming app through a loyalty program in order to hold on to customer insights; and

  • Deploying an aggressive partner strategy: Work with and share opt-in data with partners and suppliers to combat showrooming together.

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