Retailers can turn “showrooming” — when a customer tries a product in-store before buying it online — on its head by playing on shoppers’ desire to see products in person.
Although retail stores are becoming a showroom for their chain’s online channel, locations that effectively “show off” their product through creative displays and demonstrations can convert browsers into buyers, according to an article on STORES.org.
Brick-and-mortar stores, especially ones that sell big-ticket items, can build a relationship and create a bond where the customers fall in love with the product, one expert tells STORES.org.
For example, a golf merchandiser has beefed up the custom-fitting golf studios at its retail locations because customers say that draws them in. And an international coffee chain has created an experience around its product — coffee — and upped the brew’s value.
Then there’s a mattress manufacturer that is rolling out in-store sleep centers where customers can lie down and relax in privacy while listening to an infomercial about the brand. The experience gives customers enough product knowledge to comfortably interact with sales employees.
A lot of retailers use their online presence to display or sell products they don’t carry in the store, but for major purchases, people are always going to want to see it in person first. Consider clothes. Most people will never buy a $1,000 dress online without trying it on first. They may see it online, but they’re still going to want to see how it looks in person. This is where brick-and-mortar stores are always going to excel. It’s their key strength.
Source: STORES.org, July 2012
