Stats Prove Big Impact From Showrooming A Myth
The numbers didn’t change much when consumers were asked about overall CE products they shopped for during the same period: 7.8% of Best Buy customers left empty-handed and bought elsewhere, while 5.4% of Wal-Mart customers did the same.
That’s not to say that consumers aren’t showrooming, it’s just that the impact of the practice has not hurt brick-and-mortar retailers as much as some have claimed. “People are also going to shop around,” said Eric Voyer, vice president of sales and marketing at TraqLine-The Stevenson Company, who present the survey along with Koenig.
“Showrooming is happening,” Voyer said, adding that the percentage of consumers who use their smartphones to price shop at a retailer, and ultimately buy the product elsewhere, will increase between one and three percent during this holiday shopping season, as the previous numbers attest.