RSA Conference Exhibitor List 2024 - Exhibitors Data
Showrooming, webrooming and outshopping: How to address these new consumer behaviors
1. Sylvain Sénécal, Ph.D.
June 2014
ICSC CONFERENCE
Showrooming,
webrooming and
outshopping:
How to address these new
consumer behaviors
2. In the next 30-45 minutes…
What are Showrooming, webrooming, and
outshopping?
Are they important phenomena in Canada?
What can retailers do about them?
Concluding remarks
11. Showrooming evolution in Canada
Purchas
e
(n=242/363)
SP in
store
(n=617/805)
Smartphon
e (SP)
(n= 1501/1507)
Data plan
41%→53%
Yes
39%→46%
In store
52%→58%
Retailer’s
website
11%→13%
Competitor’s
website
5%→5%
Competitor’s
store
9%→6%
No purchase
23%→17%
No
61%→54%
63%→71%
14%→11
%
23%→17%
2012→2014
12. Price, service, and product aavailability (2014)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Better price
Better service
Product availability
Other reasons
Reasons for Showrooming (or not)
Purchase from competitor
Purchase from retailer
13. Product prices and showrooming (2012)
Any price; 46%
At least 50$;
24%
At least 100$;
24%
At least 200$;
6%
14.
15. Webrooming in Canada (2014)
Webrooming
- Purchase
from same
retailer
40%
Webrooming
- Purchase
from a
competitor
9%
No
51%
Webrooming
21. About outshopping
Competitive offering (relative to US retailers)
Product assortment
Price + Service = Value
Trust & ethnocentrism
« Buy from a trusted and local retailer »
Secondary costs
« No additional costs or surprises »
22. About showrooming & webrooming
Attract:
Multichannel strategy « web-to-store » and « store-to-web »
Same prices and assortment across channels
Sales promotions linking web and store
in-store pickup, in-store ordering
Convert :
Competitive prices and price matching guaranty
Service
Mobile coupons
Free Wi-Fi!
Retain
Product returns across channels
Loyalty program
Exclusive brands
Strong private brands/labels
24. Consumers are well-equipped to compare
products and services when and where they
want to.
Focus: Competitive offering
Consumers want seamless experiences within
and across channels;
They will select the most efficient channel for
their current needs.
Focus: Customer experience
You can forget these buzzwords, but not
that…
25. It’s called SHOPPING (in 2014)
25
Your Channels Your Competitors’
Consumer
Decision-
making
stage
Website
(Non-
mobile
device)
Store Call Center Website or
App
(Mobile
device)
Website
(Non-
mobile
device)
Store Call
Center
Website or
App
(Mobile
device)
Informatio
n search
Evaluation
Purchase
Good old days!
Outshopping (if international)
Webrooming
Showrooming
In the last two months (last 60 days), did you go to a retail store to examine a product and while in the store use your smartphone to verify some information about the product on Internet?
What did influence your decision to make the purchase this way?
In the last two months (last 60 days), did you shop on the Internet without making a purchase, but finally went to a retail store to make this purchase?
In the last two months (last 60 days), what percentage of your Internet purchases were done on…
… American websites: