Have you met the ‘Showroomers’ ?

With the rapid rise in smartphone penetration, consumers can now walk a store’s aisles with all the knowledge and information of the internet immediately available in the palm of their hand. As a result, retailers are taking a real interest in how they can prevent “showrooming” from encouraging customers to leave stores without a trip to the cash register.

Columbia Business School-Aimia’s research report ‘Showrooming and the Rise of the Mobile-Assisted Shopper looks at who these mobile-assisted shoppers (“M-Shoppers”) are, how they are using their devices in stores, what motivates their decisions to buy online vs. in-store, and what strategies retailers and brands should be thinking about to drive their purchasing behaviours.




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