Showrooming, when shoppers visit a brick and mortar store to examine a product and then shop for lower prices online, can be combated without using armed guards and lie-detector tests. CrossView, a cross-channel commerce solutions and retail technology provider, conducted a study that shows the best way to stop showrooming is to allow customers to order online and then pick up in the store. Interestingly, 70 percent of the top 10 retailers provide this service, while only 26% of the remaining retailers do.
By letting customers pick-up in store, retailers are using their physical stores as an asset that e-commerce retailers don’t have. Consistent pricing is another tool to stop the practice of showrooming. If consumers know they are getting the best price in the store rather than online, they are more likely to complete a transaction while in the store rather than checking the retailer’s online store first, taking them further away from buying. Again, according to the study, 100% of the top 10 retailers provided consistent pricing. Consistency also goes for promotions between physical stores, web stores and mobile sites.