“Showrooming” benefits in-store sales

NORTHAMPTON, Mass. (WWLP) – You may have heard of “showrooming”: it’s when customers check out products in stores, take pictures of them, and find them cheaper online. 22News found out how this trend is actually helping in-store sales!

Online shopping is popular: it’s convenient, and those who shop around for good prices, say they can find better deals online.

“It’s probably more convenient. I like to buy shoes online because you can check them out in person and don’t have to pay sales tax online,” said John Seppala of Enfield, Connecticut.

“Showrooming” has caused stores to ban customers taking photos of products on their cell-phones, but a new Deloitte Digital study found, “showrooming” is actually benefitting stores.

“If I’m getting shoes or anything and like I want to get the right pair of shoes, I want to try it on and I want to go there and get them,” Aaron Pitrat of Amherst told 22News.

The study found when shoppers used smart phones in stores, sales increased by 40 percent! At the locally owned men’s clothing store, Jackson and Connor, owner Will Brideau told 22News he’s offering services people simply can’t get online.

“We always try to offer really terrific service here, that’s what we’ve built our business on, is offering great advice, great styling, great matching of patterns and colors and textures, we do full tailoring,” said Brideau.

Customers said those services are why they will never shop for everything online.

“I really need to try them on and I like to talk to Will about what he has to offer that you can’t get other places, so I would do that here,” said Tony Canata, a customer at Jackson and Connor.

According to the study, retailers should encourage people to use their cell phones in stores. They’re not just price-checking: they’re also looking at recommendations and information to encourage them to buy the product. The study’s data showed using a cell phone in stores led to 593 billion dollars of in-store sales. That’s compared to only 40 billion dollars spent on purchases made over their phones.

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