Have you ever seen something you wanted in a store, I've tried it, have you checked the price online using your smartphone and found that it was cheaper, and ended up buying it online? Welcome to the world of "showrooming".
The 'Showrooming' is something that is having a major impact on the photographic industry and is something that physical stores are trying to solve. Some consumers do not come to the store with the real intention of buying a camera or lens, but want to play with it and evaluate it in person before making the purchase at a lower price by Internet . "Jessops staff thanks you purchased on Amazon" read the sign in the store window shortly after British photography chain went into bankruptcy. Jessops is one of many high-profile brands and HMV and Comet, which drastically decreased sales Showrooming effects. Stores gadgets, appliances, cosmetics, furniture and bookstores are losing a large number of sales due to showroomers, but finding a solution to this problem is not to be easy for them. Sara Martinez, Madrid 24 years, sometimes spending more than € 200 in one day of shopping, but never actually reaches the box.
I can walk into a store and smell a perfume and then find it online for 30 € less.
Research by design agency Foolproof, shows that 24% of people did "showroom" for Christmas shopping and 40% of them ended up buying elsewhere.'s Showroomers are not doing anything illegal. But the process can be very annoying to the physical establishment.
I feel bad for them, especially when the staff was attentive and helpful, but it is my money
The physical stores have to pay rent, bills and staff salaries. In contrast, online companies can offer cheaper prices because they do not. Internet giants benefit from the existence of traditional establishments, caused a dilemma for them. A shop Australian food recently included a $ 5 fee (3.93 €) if the Internet were sailing in the store. Some shoes and clothing stores in the United States and Australia have also added a fee for test garments. In all cases, the tariff is removed in case you ended up buying. Matt Brownell wrote for Daily Finance that is "the wrong strategy we've seen to deal showrooming" saying:
Although it is frustrating to have people using their store as a showroom just so they can buy the same products online, the imposition of a fee is not the best solution. The goal of any retail should be impress customers with competitive prices and excellent customer service, in any case treat their customers with suspicion and hostility from the moment they enter the door.
This attitude not only keep the remote showroomers but will inevitably be lost a lot of potential customers who had no intention of showrooming but are not willing to walk into a store that forces them to pay a fee if they find nothing you like it. Victoria Barnsley, CEO of HarperCollins Publishers, recently suggested the idea of charging a fee for Internet browsing in a bookstore "was not so outrageous." Steve Pritchard, 61, who runs an independent bookstore in Crosby, Merseyside, and has worked in the business for over 36 years, is not convinced about it.
We see them in the corner with their mobile phones, scanning the bar code of a book because in this way it is cheaper. I I can not blame them. I see no way to stop it. Charge a fee to connect to the internet as has been suggested, is not a good life, because we still want to come to the library.
"Convincing the client to be willing to pay more through a better experience is the way," says retail consultant Martin Philpott.
Jessops Stores as needed to become centers of excellence, with a limited number of stores in high-profile areas, selling high-end products. I I'm an avid cyclist, I'd rather go to a store that is much more expensive than others on the Internet but they build a cycle for you, look at how you ride up and down the street or even ride with you. By the time you've been there for an hour, his excitement is so overwhelming that I really do not want to go anywhere else.
Usually online stores have no interest in the survival of traditional establishments. If they attract so many showroomers, what will you do if one day run out of local exhibitions? Philip Beeching, 53, confessed showroomer web consultant, thinks these online stores can end up becoming physical stores - but without having to pay staff and boxes -. Will they become the malls in one place to navigate and not to buy?
Online stores are doing well with showrooming and companies like Amazon may be thinking that they need to open showrooms.
But for many people the most important factor remains the price.
My mother asked me to get him a new cookbook on what I found in El Corte Ingles for 27 €. Using my smartphone I could find on Amazon for 15 €.
If the price had been closer, I might have done the right thing, but especially in times like these, what do you expect people to do?
Fortunately, there are alternatives to traditional trade to recover what they have lost in favor of online shops. Glen Richardson, CEO of Justbought.it, present new ideas on how to 'fight with Showrooming Showrooming' in SoLoMo Summit to be held on May 29 in Madrid.