“Showrooming” increases

A new study by global loyalty group Aimia has revealed that retailers are likely to see significant growth in “showrooming” activity in the run-up to Christmas – that is, shoppers using smartphones to compare prices in-store before purchasing items at a lower price online. Apparently, 28% of men are “showroomers” compared to fewer than 1 in 5 women. The most prolific “showroomers” are aged 25-34, with 59% of this age group shopping online to avoid the crowds.

Price is the most important factor in Christmas gift shopping decisions amongst both men and women online – even higher than customer service and home delivery. Aimia’s digital director, Jed Murphy, said: “Consumers, particularly men, are more price conscious than ever, so if price remains the driving factor, retailers need to offer ‘Price +’, whether that’s a free 5 year warranty, a no-quibble return policy or loyalty bonus points when the product is bought in store.”