WASHINGTON-Six percent of recent U.S. retail shoppers participating in a Gallup survey said they “showroomed” ( shopped for a product in a brick-and-mortar store, then bought it online) in early November.
In addition, 3 percent of the responders said they intend to buy a product online after seeing it in a store. “In other words, brick and mortar stores may be losing nearly one customer in 10 to showrooming,” Gallup said in its statement about the survey. Overall, 40 percent of the participating consumers said they have showroomed at least once.
Gallup also said, “Retailers have cited showrooming as being costly to their bottom line due to the loss of the sale. Media reports have suggested this recent phenomenon as a reason retailers have discontinued certain products.”
On the upside for brick-and-mortar, of the 54 percent of the respondents who said they shopped at a store (excluding grocery stores, drugstores and convenience stores) in early November, 83 percent either bought or intended to buy merchandise in the store. Gallup also cited other research it has conducted which has shown that the level of customer engagement by a store may play a big role in whether a shopper makes a purchase in a store. Fully engaged consumers—those with the strongest rational and emotional connections with a particular retailer—spend more in that retailer’s store than others do, according to Gallup.