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With Amazon's Free Shipping Cutoff Happening Soon, More Shoppers Will Turn Back To Brick and Mortar Stores

Retailers download the eBook to find out what you need to know.

Long-gone are the days of price comparison shopping using print ads from the Sunday paper. There’s a new, revolutionized way of doing it now: mobile showrooming. Customers visit brick and mortar stores to try on, touch, and feel products, and then look for the same thing online from a competitor for a cheaper price. Sometimes, this happens right from their mobile device while still in the store.

This new approach to shopping may sound like a nightmare for sales numbers, but it actually presents savvy retailers with an opportunity to grow both online and offline revenue this holiday season. By tackling three angles, retailers can gain a competitive advantage with mobile showrooming.

Facilitate in-store purchases

Customers inevitably use their mobile devices while shopping in stores. If a retailer’s mobile presence fails to aid the in-store experience, there is an opportunity for competitors to swoop in and steal sales. One area to focus on to ensure this doesn’t happen is the check-out process. Retailers can make the shopping experience easier for customers by supporting purchases via mobile self-checkout. This option, aided by digital mobile wallets like Apple Pay could throttle back lost sales opportunities in cases where cashier lines are long during peak shopping periods like Black Friday.

Enable mobile purchases for in-store customers

Customers use mobile apps and sites to create and manage shopping lists, find gift ideas, share purchases, obtain discounts, comparison shop, read reviews, consult their spouses, and more. Retailers can take advantage of this behavior by building functionality into their mobile experience that supports these activities and leads customers to purchase their products in-store.

Comparison Shopping Engines (CSEs) on mobile devices such as Google Shopping should be the backbone of any retailer’s strategy. This holiday season, customers will be turning to CSEs on their mobile devices while out shopping to look up alternative products and to price shop.

Having an easy-to-use mobile site is also key to preventing competition from siphoning sales from mobile showrooming. If a customer finds the site difficult to use, they will find another more user-friendly place to buy what they are looking for.

Win sales from competitors

It’s important to keep in mind that customers are not just showrooming in one store—they are employing this mobile price-shopping technique everywhere. This provides opportunistic retailers with the chance to get in front of customers who are physically standing inside a competitor’s store. A paid search campaign using radius targeting and mobile bid multipliers to attract the attention of customers in and around the competitor is a great way to win customers. A brand could also bid on product keywords for the competitor’s top-selling items, redirecting users to their brand for discount coupons, special events, or other compelling offers.

Another way to win over a competitor’s customers is to segment site visitors by physical location and dynamically serve content. Brands can deploy variable prices or product comparison charts to users visiting the mobile site within the vicinity of a competitor’s store.

Conclusion

Mobile showrooming is here for the long-haul. Retailers can either lose sales to in-store mobile comparison shopping or win the customer engagement game with a superior mobile site experience and competitive mobile showrooming strategy. Brands can boost online and offline revenue by achieving a superb mobile site experience. Find out how to conquer the competition by checking out the full version of this eBook.

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