ON THE PATH TO PURCHASE, ‘SHOWROOMING’ IS A NEW WAY TO SHOP

NIELSEN | It’s common to view the online and offline worlds separately—or even in competition with one another. It’s not unusual to view the two channels this way as consumer trips to grocery channels have contracted while online shopping has increased quite substantially (up 8% vs. year-ago).

But in order to survive in today’s market, it’s imperative for manufacturers and retailers to remember that online and in-store shopping behaviour go hand in hand. And more importantly, know that grocery stores—and retail stores in general—are still integral to today’s path to purchase. There’s simply been a change in how they’re integrated with consumer behaviour and decision making.

GROCERY STORES—AND RETAIL STORES IN GENERAL—ARE STILL INTEGRAL TO TODAY’S PATH TO PURCHASE

And when it comes to decision making, “showrooming” is a term that’s no longer confined to realms like the auto and fashion industries. In the fast-moving consumer goods space, “showrooming” describes consumers’ interaction with a physical store to examine products before they buy them online. This phenomenon will be key to retailer sustainability. Nearly 75% of grocery shoppers have used a physical store to “showroom” before purchasing online. The store is still pivotal to the shopper experience, and there’s an opportunity to convert showroomers or drive online purchases through one’s own online retail platforms.

As the number of shopping trips declines, the cost of missed conversion opportunities rises. Becoming well versed in digital shopping fundamentals and optimizing price and promotional factors can unlock the hidden potential in a matrixed retail landscape. Now is the time to nail the basics.

 Wistia video thumbnail - 'Showrooming' on the Path to Purchase
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