A few studies have emerged recently looking at showrooming behavior – referring loosely to the practice of checking out a product in-store only to to buy it online at a lower price. How widespread is this practice? Which retailers are most at risk? Are retailers winning the battle or losing it? This article takes a look at some of the more interesting highlights from these studies, from Placed, the IAB, JiWire, and ClickIQ.
First off, the study from Placed, which was based on 14,925 US survey respondents, combined with measurement of 1 billion US location data points during January 2013. The “Aisle to Amazon” study looks at which retailers are most at risk of showrooming behavior, by examining showroomers’ propensity to visit the retailer before buying an item on Amazon. Read the rest at MarketingCharts.
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