Most Common Showrooming Activity is Reading Reviews

21 per cent of people showroom on their smartphones while in retail locations, according to a study from TNS.

Based on a survey of 38,000 people in 43 countries, the study showed that the leading activity for showrooming on a mobile device is reading reviews (43 per cent), followed by comparing prices (31 per cent), and getting advice from friends and family (25 per cent).

“People still want the reassurance of seeing a product before they buy it, but actually purchasing elsewhere means retail outlets are left as loss-making display cabinets,” said Matthew Froggatt, chief development officer at TNS. “Rather than seeing mobile as a threat to in-store sales, brands and retailers must embrace it as the most immediate and personalised way to engage shoppers to ensure they don’t leave empty-handed.”

The study also looked at the opportunities mobile presented for retailers. Mobile coupons proved the most popular, with 38 per cent of respondents expressing interest. 36 per cent said theyd scan a barcode on their phone, 34 per cent said theyd like to check social media for info on the product, 31 per cent would use an app to navigate the store, and 30 per cent would be interested in making a purchase.