Stats Prove Big Impact From Showrooming A Myth
Statistics prove that showrooming has not drastically hurt the sale of consumer electronics at brick-and-mortar retailers.
“We have established that showrooming (as a factor) that’s really driving down the channel is a myth,” Steve Koenig, director of industry analysis for the Consumer Electronics Association, said during Retail Changes Holiday Edition: Debunking Showrooming and What to Expect for the Upcoming Holiday Season, a presentation that was part of the CEA Research Summit at the group’s Industry Forum in San Francisco.
CEA defines showrooming like this: A consumer walks into a retailer looking for a product, leaves without buying it, and ends up buying that product at a different e-tailer or brick-and-mortar retailer. It’s true, the analysts pointed out, that more consumers are using their smartphones while they’re shopping at a retailer, but they are not using them in great numbers to actually compare prices and buy the product from a different company.
To come up with their conclusion, analysts surveyed 47,000 people who shopped for a TV between Q2 of 2011 and Q2 of 2012 (the results were essentially the same for any CE product they bought). About 40 percent of them said they physically walked into a Best Buy store. About 5.9% of them said they left the store without buying and ended up purchasing the product elsewhere, with 2.3% buying from Amazon and 3.6% buying at another retailer or e-tailer.
The results were similar for consumers who physically shopped for a TV at a Wal-Mart: 6.2% of the consumers ended up buying the TV elsewhere, with 2.1% buying it from Amazon and 4.1% buying from another retailer or e-tailer. The percentage of consumers who bought from a company other than their original Best Buy or Wal-Mart destinations peaked at about 6.5% in the fourth quarter of 2011 and dropped almost two points in the second quarter of 2012.