Showrooming

This is a function of the rise of online shopping, and refers to people selecting an item to buy in a shop, but making the purchase later online.

It’s interesting that this pattern has evolved in the early days of online shopping there was a pattern in the other direction; to research a purchase online, but make the purchase in store. Perhaps as online stores have become more trusted and distribution has become more reliable customers have taken the opportunity to make price comparisons online.

I’m guilty of showrooming and I didn’t even know what it was.

HBR this week came up with four strategies to overcome showrooming, including offering in-store discounts or making sure your product mix includes items where in store purchase is intrinsically better – buying high-fashion clothes for example.

Alternatively provide a great in-store experience and a wow website and then worry less about where people buy – as long as it’s from you.

Image; showroom

Just Stop It: Pinterest Torture

Pinterest is the latest-greatest-fastest-growing social media platform, with a high conversion rate. Meaning that users are likely to buy something they’ve pinned, according to a small survey done Harvard Business Review 12% of pinterest users have gone on to make an online purchase of something they’ve pinned, and 16 % go on to make an offline purchase of something they’ve pinned.

Great news for businesses.

So why then do businesses pin a great image of their latest trendy product and then…

when I click on it give me this;

Requiring me to create an account in order to see the product price.

Guess what – I don’t. And I’m not alone.

Amazon, surely the standard-setter in online retail, lets you browse as long as you want, and offers you deals and discounts before asking you to log-in or create an account. Everything we know about transactions online says that the customer will only give you information when they’ve made a decision to buy – and that you shouldn’t put anything in the way of that decision. Once that decision is made then the customer is very task oriented, they’ll create accounts and do what they need to complete their purchase.

In the mean time; let me browse – who knows I may find a second pair of sunnies for the weekend.