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Showrooming, Webrooming and Outshopping: How to Address These New Consumer Behaviors
1. Showrooming, webrooming
and outshopping:
How to address these new
consumer behaviors
Sylvain Sénécal, Ph.D.
October 2014
DTLQC
2. In the next 30 minutes…
What are showrooming, webrooming, and
outshopping?
Are they important phenomena in Canada?
What can retailers do about them?
Concluding remarks
10. In order to answer these questions…
Survey of Canadian consumers in 2012 and 2014
Samples: 1501 (2012) and 1507 (2014)
11. Showrooming evolution in Canada
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, and product 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 and showrooming (2012)
Any price; 46%
At least 100$;
At least 50$;
24%
24%
At least 200$;
6%
14.
15. Webrooming in Canada (2014)
Webrooming
- Purchase
from same
retailer
40%
Webrooming
- Purchase
from a
competitor
9%
No
51%
Webrooming
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
24. You can forget these 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