Showrooming is not a fait accompli … or the death of bricks and mortar
The term "showrooming" is the new buzzword in the dictionary of retail. It refers to the act of consumers literally shopping on their smartphones while in the aisle of a retailer. Consumers using mobile devices to shop in aisle has been noted as particularly impacting consumer electronics retailers like Best Buy. In fact, it has been portrayed that bricks and mortar retailers have become "helpless has beens". But, Best Buy and others are fighting back. There are 5 ways that retailers can beat showrooming by changing the consumer experience.
Tomorrow's consumers will expect a seamless omni-channel experience
In gearing up for retailing in 2013, it is interesting to read the headlines and predictions. While much has been written on the future of specific retailers or the success of ecommerce over stores, relatively little has been written about consumers. At the end of the day, the results that count are the ability to attract consumers and engage them in ways they find valuable. Indeed, fundamental changes in consumer expectations and behaviors will be the drivers that change the face of retailing. Those retailers that both adapt and innovate based on changing the consumer experience will be in the best position to thrive.
An unsung hero and often missed "glue of retail" might just be PayPal
Amazon certainly gets the lion share of headlines in terms of online retailing. But, the new normal in retail is more likely to be some sort of multichannel convergence. Innovative retailers are in fact experimenting with how to integrate store displays with online product presentation and purchase. PayPal is a pioneering partner in an interesting experiment with a "Q Route" with the shops of De 9 Straatjes in the Netherlands. For struggling bricks and mortar retailers, much can be learned from watching PayPal … and the Amsterdam retailers who are creating opportunities to shop multichannel seamlessly.
