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Can in-store media help stem the rising phenomenon of showrooming?

Increasingly consumers visit bricks-and-mortar stores to look at products but then buy them online at a lower price. To win this showrooming battle, retailers will need to build customer profiles based on previous purchases to encourage future transactions. Many traders are also in the process of deploying omni-channel strategies, such as buy online and pick up at the store. To connect all channels and obtain a holistic view of customer activities it will be essential to run an effective and reliable order management system in tandem with other enterprise systems. Furthermore, those merchants that are most likely to combat showrooming are those that provide a great in-store experience, run outstanding loyalty programmes, offer private labels or exclusive brands, embrace both consumer and business technologies, and provide consistent superior customer service across their multiple and integrated channels.  

Craig Sears-Black

Increasingly consumers visit bricks-and-mortar stores to look at products but then buy them online at a lower price. To win this showrooming battle, retailers will need to build customer profiles based on previous purchases to encourage future transactions. Many traders are also in the process of deploying omni-channel strategies, such as buy online and pick up at the store. To connect all channels and obtain a holistic view of customer activities it will be essential to run an effective and reliable order management system in tandem with other enterprise systems. Furthermore, those merchants that are most likely to combat showrooming are those that provide a great in-store experience, run outstanding loyalty programmes, offer private labels or exclusive brands, embrace both consumer and business technologies, and provide consistent superior customer service across their multiple and integrated channels.  

Craig Sears-Black, UK Managing Director of Manhattan Associates