Retailers Fight Showrooming
“We’re pushing pretty hard with Facebook now,” Dybdahl said, noting that they have 50,000 likers, up from 8,000 less than two years ago. Visitors are often invited to download an additional coupon or enter into a contest to win a shopping pass. The chain also uses Twitter for “deal of the day” type specials.
Apps can also be an effective tool for countering smartphone price shopping. NPD’s Barrabee noted that Best Buy, Target and other national retailers are using the popular Shopkick app to reward customers. “If you open the app and go into Best Buy, you get points for walking in.” Points or “kicks” can be redeemed for discounts on certain items or for rewards such as restaurant vouchers.
Best Buy and Target also have created their own shopping apps to help customers locate stores, find products in the store, get pricing and receive coupons via their smartphones. “They are increasingly thinking about how they can enhance the point-of-sale experience,” Barrabee said. “At the end of the day, retailers have to understand that shoppers are going to be armed with information. They need to figure out how they’re going to react to that.”