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Accenture study finds webrooming tops showrooming

October 17, 2013

Move over, showrooming — a new survey by Accenture found there's a new phenomenon in town. It's called webrooming, and it's happening at a higher rate than some may think.

Webrooming is the opposite of showrooming, where customers research a product online and then purchase it in a brick-and-mortar store. Accenture found that 65 percent of consumers said they would or have webroomed, compared to 62 percent who said the same about showrooming.

According to a post on business.time.com, consumers keep racking up the benefits from retailers bent on saving potential sales. With the now common practice of price matching, consumers can take advantage from online reviews, research and low prices offered online, as well as the immediate gratification and hands-on experience of purchasing in-store.

Read more about multichannel retailing.