Accenture has issued a new report on shoppers and shopping this holiday season that includes two online consumer trends that are in direct conflict with each other.
The study finds that 65 percent of online shoppers intend to “webroom” this holiday season. This means browsing online for a product and then going to a store to make the purchase. Consumers webroom in order to avoid shipping costs and to touch and hold the product before making a final decision.
Nearly as many consumers – 63 percent – plan to “showroom” this year, according to Accenture, which is going into a brick-and-mortar store to find, touch, feel and perhaps try on a product, then searching the web for the best deal (price, shipping) and making the purchase online. That’s a jump of 7 percent over consumers who said they would showroom in 2012.
While both trends have major impacts for retailers, it is the growth of showrooming that has particular customer service and order processing implications. Showroomers are motivated and highly selective buyers. You see them in bookstores and department stores writing notes to themselves as they browse the shelves. Some even look up items on their smart phones.
These are shoppers likely to have detailed questions about a purchase they are considering, inquiries about availability, warranties, shipping times and other questions. Retailers who wish to capture the showroom sector will need to have adequate call center services in place with talented customer service representatives able to answer these questions and, if the opportunity presents itself, take advantage of upselling and cross-selling opportunities.
Showrooming and webrooming are natural outgrowths of the digital age. They’re another example of the empowered online shopper. Smart retailers will respond accordingly.
Mark Fichera, CEO
OnBrand24
Beverly, MA