Showrooming receipts down dramatically
January 13, 2014-- Home Textiles Today,
New York -- A new survey from IBM reports that showrooming as a trend is not catching fire with consumers.
The study, released today at the National Retail Federation convention, found that while the number of shoppers who showroomed last year was slightly higher, inching up to 8% from 6% in 2012, the dollar amount attached to this practice was lower. In 2012, nearly 50% of online purchases were a result of showrooming, but that number dropped to 30% in 2013. Over 30,000 consumers from around the world were surveyed.
The shift was attributed to retailers who took an omni-channel approach, including offering price matching to convert store traffic to purchases or used their brick-and-mortar stores to ship and fulfill online orders.
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