Big-box stores are suffering most from "showrooming," a new study finds.
Research from Harris Interactive revealed that Best Buy, Walmart and Target are the most likely brick-and- mortar stores to have shoppers test out a product in-store, only to purchase it online, also known as showrooming. Overall, 40 percent of shoppers said they have showroomed previously.
The study found that Amazon continues to be showroomers' destination of choice, with nearly 60 percent using the online retail giant most often to make their showrooming purchases.
"You've got to hand it to Amazon: they are truly a retail darling that knows how to deliver on customer expectations," said Mike de Vere, president of the Harris Poll. "These results further stress the company's clout, by displaying its ability to pluck customers right from their competitors' stores."
The research shows there are steps brick-and-mortar stores can take to persuade customers to buy in-store.
Nearly 60 percent of the showroomers surveyed will be more likely to make purchases in brick-and-mortar stores that have implemented permanent price-matching policies in order to compete with online retailers, while half have placed orders online that they were then able to pick up in an actual store.
The study discovered that more than 8 in 10 Americans consider the following factors to be important when deciding to purchase in a store rather than online:
- Being able to take the item home immediately.
- Taking advantage of sales in store versus prices online.
- Not having to deal with the hassles of returning online, such as paying for shipping and/or having to pack item.
- Ability to touch and feel item.
The study was based on surveys of more than 2,100 U.S. shoppers.