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.