News

Study shows that retail 'showrooming' is reality

February 16, 2012

A new study has substantiated the predictions of brick-and-mortar retailers who fear that shoppers are using their stores as "showrooms" and then purchasing online.

Market research firm ClickIQ Inc found that 46 percent of the respondents who shopped online within the past six months first checked out the product at their local retail stores and then made the purchase online, often from a different source. Of this group, the leading retailers for in-store research were Walmart at 41 percent and Target at 25 percent.

Nearly half (48 percent) made their final purchase at Amazon, regardless of which retail store they used to comparison shop. Furthermore, only 15 percent said they later purchased the product at Walmart.com and 4 percent at Target.com

Price is driving the final purchase decision, according to the study, which found that 87 percent of the respondents shopped online because it was cheaper. Other factors influencing their decision to purchase online were no shipping/delivery charges and availability, both at 52 percent, variety of products at 30 percent and no sales tax at just over 28 percent.

Not only are consumers researching products at the retail stores, 44 percent are "very/extremely likely" to go online to compare products while still in the retail store, according to the study.

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