Webrooming: A True Omni-Channel Benefit

By Erin Harris, Editor-In-Chief, Cell & Gene
Follow Me On Twitter @ErinHarris_1

Webrooming has been referred to as one of retail’s (somewhat) recent trends, but consumers have been webrooming long before it was given a name. Anyone with a computer or a smartphone could have webroomed years ago. The opposite of showrooming, webrooming is the practice of browsing online and buying in-store, and according to Accenture, 88 percent of shoppers are doing it. As retailers step up their game with same-day pick up and seamless shopping experiences, webrooming is expected to increase throughout 2014.

Accenture also reports that shoppers’ primary motivations for webrooming include avoiding shipping costs and being able to touch and feel a product before purchase. Further, by 2017, Forrester expects the Web to influence half of all retail purchases in some way, via features like store locators, price checks, and ratings and reviews. As such, webrooming is a true opportunity for omni-channel retailers to increase sales, as it reinforces the need for a cohesive shopping experience across channels. As more and more shoppers are likely to visit an e-commerce website prior to visiting a store, retailers need to consider the implications for their businesses. Fresh, dynamic e-commerce websites with robust search functionality keep short attention spans and time-strapped consumers engaged. If your customers can’t easily search for the product on your website that they want to touch and feel in your store, webrooming may not be as profitable as you’d like.

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