Sylvain Sénécal, Ph.D.
June 2014
ICSC CONFERENCE
Showrooming,
webrooming and
outshopping:
How to address these new
consume...
In the next 30-45 minutes…
 What are Showrooming, webrooming, and
outshopping?
 Are they important phenomena in Canada?
...
www.adexchanger.com
Bizzreport.com
From a competitor
Outshopping:
Online cross border shopping
So what?
Are they important
phenomena in Canada?
In order to answer these questions…
 Survey of Canadian consumers in 2012 and 2014
 Samples: 1501 (2012) and 1507 (2014)
Price Check (by Amazon)
Showrooming evolution in Canada
Purchas
e
(n=242/363)
SP in
store
(n=617/805)
Smartphon
e (SP)
(n= 1501/1507)
Data plan
41...
Price, service, and product aavailability (2014)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Better price
Better service
Produc...
Product prices and showrooming (2012)
Any price; 46%
At least 50$;
24%
At least 100$;
24%
At least 200$;
6%
Webrooming in Canada (2014)
Webrooming
- Purchase
from same
retailer
40%
Webrooming
- Purchase
from a
competitor
9%
No
51%...
Outshopping
62% of $ spent online by Canadians
31%
7%
38%
Younger shoppers
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
18-24 25-34 35-44 45-54 55-64 65-74 75+
Outshopping and Age
Paypalobjects.com
What can Canadian retailers do?
About outshopping
 Competitive offering (relative to US retailers)
 Product assortment
 Price + Service = Value
 Trust...
About showrooming & webrooming
 Attract:
 Multichannel strategy « web-to-store » and « store-to-web »
 Same prices and ...
Concluding remarks
 Consumers are well-equipped to compare
products and services when and where they
want to.
 Focus: Competitive offering
...
It’s called SHOPPING (in 2014)
25
Your Channels Your Competitors’
Consumer
Decision-
making
stage
Website
(Non-
mobile
dev...
Thank you!
ss@hec.ca
chairerbc.com
imarklab.com
Showrooming 2014 v2
Showrooming 2014 v2
Showrooming 2014 v2
Showrooming 2014 v2
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Showrooming 2014 v2

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Showrooming 2014 v2

  1. 1. Sylvain Sénécal, Ph.D. June 2014 ICSC CONFERENCE Showrooming, webrooming and outshopping: How to address these new consumer behaviors
  2. 2. In the next 30-45 minutes…  What are Showrooming, webrooming, and outshopping?  Are they important phenomena in Canada?  What can retailers do about them?  Concluding remarks
  3. 3. www.adexchanger.com
  4. 4. Bizzreport.com From a competitor
  5. 5. Outshopping: Online cross border shopping
  6. 6. So what? Are they important phenomena in Canada?
  7. 7. In order to answer these questions…  Survey of Canadian consumers in 2012 and 2014  Samples: 1501 (2012) and 1507 (2014)
  8. 8. Price Check (by Amazon)
  9. 9. Showrooming evolution in Canada Purchas e (n=242/363) SP in store (n=617/805) Smartphon e (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% 63%→71% 14%→11 % 23%→17% 2012→2014
  10. 10. Price, service, and product aavailability (2014) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Better price Better service Product availability Other reasons Reasons for Showrooming (or not) Purchase from competitor Purchase from retailer
  11. 11. Product prices and showrooming (2012) Any price; 46% At least 50$; 24% At least 100$; 24% At least 200$; 6%
  12. 12. Webrooming in Canada (2014) Webrooming - Purchase from same retailer 40% Webrooming - Purchase from a competitor 9% No 51% Webrooming
  13. 13. Outshopping 62% of $ spent online by Canadians 31% 7% 38%
  14. 14. Younger shoppers 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 18-24 25-34 35-44 45-54 55-64 65-74 75+ Outshopping and Age
  15. 15. Paypalobjects.com
  16. 16. What can Canadian retailers do?
  17. 17. 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 »
  18. 18. About showrooming & webrooming  Attract:  Multichannel strategy « web-to-store » and « store-to-web »  Same prices and assortment across channels  Sales promotions linking web and store  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
  19. 19. Concluding remarks
  20. 20.  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 You can forget these buzzwords, but not that…
  21. 21. 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) Informatio n search Evaluation Purchase Good old days! Outshopping (if international) Webrooming Showrooming
  22. 22. Thank you! ss@hec.ca chairerbc.com imarklab.com

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