In a recent article, Ernan Roman discusses a type of shopper that will account for over one trillion dollars in sales this year; webrooming consumers. Basically, a webroomer is somebody who does all their research on a product online but buys in a brick-and-mortar store because they don’t want to pay for shipping costs. This is in contrast to showroomers, who first look at a product in-person and then buy it online.
The key to engagine webroomers is by making your company website as mobile friendly as possibly so they can read up important information on your products in your store before making a purchase. Websites can be made mobile friendly with interactive features like barcode scanners and reward programs in addition to showing customer reviews. Other ways companies can embrace webroomers is by offering them the capability to make a purchase online and then pickup in store to avoid paying for shipping and handling costs.
Regardless of how you accommodate webroomers and showroomers, the importance lies with understanding that it’s not important what you company wants to sell, but how your customers want to buy. If your customers are leaving your company to shop at a store that will let them order online and pickup in store, then you need to offer the same service to keep their business. Is your company ready for the webroomers?
This blog post is based on an article from CustomerThink. To read the original article, please click the link below:
Webrooming vs. Showrooming: Are You Engaging Both Types of Shoppers? – Ernan Roman
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