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Showrooming, Webrooming and Outshopping: How to Address These New Consumer Behaviors
Showrooming, webrooming, and outshopping refer to new consumer shopping behaviors where consumers use stores and websites across channels. The document discusses a study of these behaviors in Canada, finding that showrooming and purchasing from competitors has increased from 2012 to 2014. Younger consumers engage in more outshopping, or purchasing from international online retailers. The document recommends strategies retailers can use to attract, convert, and retain customers across channels to address these new shopping behaviors.
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Showrooming, Webrooming and Outshopping: How to Address These New Consumer Behaviors
- 1. Showrooming, webrooming andoutshopping: How to address these new consumer behaviors Sylvain Sénécal, Ph.D. October 2014 DTLQC
- 2. In the next30 minutes… What are showrooming, webrooming, and outshopping? Are they important phenomena in Canada? What can retailers do about them? Concluding remarks
- 4.
- 6. Price Check (byAmazon)
- 7. Bizzreport.com From acompetitor
- 8. Outshopping: Online crossborder shopping
- 9. So what? Arethey important phenomena in Canada?
- 10. In order toanswer these questions… Survey of Canadian consumers in 2012 and 2014 Samples: 1501 (2012) and 1507 (2014)
- 11. Showrooming evolution inCanada Purchase (n=242/363) SP in store (n=617/805) Smartphone (SP) (n= 1501/1507) Data plan 41%→53% Yes 39%→46% In store 52%→58% Retailer’s website 11%→13% Competitor’s website 5%→5% Competitor’s store 9%→6% No purchase 23%→17% No 61%→54% 2012→2014 63%→71% 14%→11% 23%→17%
- 12. Price, service, andproduct aavailability (2014) Reasons for Showrooming (or not) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Other reasons Product availability Better service Better price Purchase from competitor Purchase from retailer
- 13. Product prices andshowrooming (2012) Any price; 46% At least 100$; At least 50$; 24% 24% At least 200$; 6%
- 15. Webrooming in Canada(2014) Webrooming - Purchase from same retailer 40% Webrooming - Purchase from a competitor 9% No 51% Webrooming
- 17. Outshopping 62% of$ spent online by Canadians 31% 7% 38%
- 18. Younger shoppers 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Outshopping and Age 18-24 25-34 35-44 45-54 55-64 65-74 75+
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- 20. What can Canadianretailers do?
- 21. About outshopping Competitive offering (relative to US retailers) Product assortment Price + Service = Value Trust & ethnocentrism « Buy from a trusted and local retailer » Secondary costs « No additional costs or surprises »
- 22. About showrooming &webrooming Attract: Multichannel strategy « web-to-store » and « store-to-web » Same prices and assortment across channels Sales promotions linking web and stores In-store pickup, in-store ordering Convert : Competitive prices and price matching guaranty Service Mobile coupons Free Wi-Fi! Retain Product returns across channels Loyalty program Exclusive brands Strong private brands/labels
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- 24. You can forgetthese buzzwords, but not that… Consumers are well-equipped to compare products and services when and where they want to. Focus: Competitive offering Consumers want seamless experiences within and across channels; They will select the most efficient channel for their current needs. Focus: Customer experience
- 25. It’s called SHOPPING(in 2014) 25 Your Channels Your Competitors’ Consumer Decision-making stage Website (Non-mobile device) Store Call Center Website or App (Mobile device) Website (Non-mobile device) Store Call Center Website or App (Mobile device) Information search Evaluation Purchase Good old days! Outshopping (if international) Webrooming Showrooming
- 26. Thank you! [email protected] chairerbc.com imarklab.com
- 27. Commerce: Outshopping H2b .57 (15.19) H1 .15 (3.27) H4 .15 (4.65) H2a .45 (12.77) H6b - .15 (4.70) H6a - .11 (2.69) Ethnocentrism Skills in Foreign e-Retailers Language Trust in the Foreign E-Retailers Offer Competitiveness of Foreign E-Retailers Intention to Perform Online International Outshopping H3b - .13 (3.32) H5b .16 (4.99) .25 (7.83) H3a - .46 (11.79) H5a .08 (2.66) .13(3.92) Secondary Costs Susceptibility to Interpersonal Influence Sénécal, Boeuf et Aljukhadar (2014)