Many customers seek advice in store – but end up buying online. This “showrooming” puts retail under pressure. Retailers are trying to win back customers with paid consultations, price matches, clever omnichannel solutions and a better shopping experience.
Showrooming – opportunity or threat for retailers?
Many buyers are familiar with the situation: you get detailed advice in the store, leave the store – and later order the product you want online. According to a representative YouGov survey, around a third of Germans have already practiced this behavior. The reason often lies in the price comparison: With your smartphone it is now easy to find cheaper offers in just a few seconds. There are also fast delivery options and additional online advantages, which the specialist portal Blog Wiser highlights.
Advice as a paid service
More and more specialist shops are offering paid consultation appointments, which are often linked to a voucher being credited for later purchases. Whether it’s school bags, sports equipment or kitchen equipment – customers book fixed time slots during which trained staff provide individual advice and have products adjusted. This commitment creates trust and binds buyers more closely to the business. As t3n describes, this model is particularly suitable for high-quality products where advice offers clear added value.
Price and service strategies to combat churn
Retailers are increasingly responding with price adjustments to compensate for online offers directly in store. The “Buy Online, Pick Up In-Store” (BOPIS) principle is also becoming more important: customers order online, pick up the goods on site and often make additional purchases in the process. This strategy is complemented by an optimized shopping experience in the store – from trained staff to product demos and exclusive ranges. According to Blog Wiser, these measures can help slow down migration online.
Digital tools as a bridge to the customer
Modern technologies open up new opportunities for retailers to integrate online and offline channels more closely. Digital catalogs or “Buy Local Now” buttons connect the online shop directly with brick-and-mortar stores and prevent customers from migrating to other online providers after visiting the store. Personalized offers and online configurators also increase the attractiveness because they offer experiences that go beyond pure price comparison. As The Good points out, such digital solutions can be crucial in turning showrooming into loyal purchases.
The simple calculation: added value instead of just price
In the end, it’s not just the cheapest price that decides. Stationary retailers can particularly score points with trained staff, individual advice and personal proximity. Positive customer reviews after purchase also help to increase trust in the store, as t3n highlights. Showrooming cannot be completely prevented – but according to Blog Wiser, anyone who combines service, shopping experience and fair prices creates good conditions for keeping buyers in the store.
Editorial team finanzen.net