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Between 10-15% of in-store retail sales attributed to webrooming

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29th Jan 2015
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Webrooming, the term attached to purchases made in bricks-and-mortar stores after a consumer has researched prices online, could be more impactful to retailers than showrooming (the reverse process), according to Criteo’s 2015 eCommerce Industry Outlook report.

While showrooming is widely considered a negative result of retailers failing to match their in-store pricing strategy with online product prices, webrooming’s influence is said to attribute between 10-15% of all in-store sales, the research found.  

46% of people aged 25-35 say they webroom for products before buying in-store, compared with 32% who showroom.

Conversely, findings from Solocal UK in August also show that nearly 80% of local searches on mobile turn into a purchase, with nearly 90% of these purchases being made in-store, highlighting just how important a tool the web is for driving in-store sales.

The new trend is likely to drive more focus towards the use of beacon technology and free in-store Wi-Fi, the report suggests, in order to try and tie the on and offline shopping experience together more succinctly.

However, the performance marketing provider’s president and COO, Eric Eichmann suggests it is in the field of advertising that the trends are likely to have most impact:

“2015 will be a dynamic year for the ecommerce industry as consumer online shopping behaviour continues to evolve at a rapid pace,” he says. “The growth in time spent across multiple screens means marketers need to manage more complexity when targeting consumers.

“Advertisers who stay ahead of the curve by making sound investments in solutions like cross-device targeting and mobile-optimised websites and apps will be best positioned to meet consumer demand and generate sales.”

Enhancing cross-device capabilities will be a major focus for retail executives and ad agencies, the report adds, with 58% of retail advertisers ranking the technology as the most important of their 2015 mobile marketing efforts.

An analysis of 2,000 Criteo advertisers in Q2 2014 showed that 15-20% of sales made by 86 million users with multiple devices were cross-device sales.

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