Showrooming – the trend in which consumers browse goods at store, but buy them online – is burgeoning among Chinese and Indians, finds IBM.

The US-based multinational technology and consulting corporation, surveyed 26,000 global consumers and has found out that they diversifying the way they shop for and acquire goods, becoming increasingly open to buying both online and in-store depending on their need at time of purchase.

“Today’s consumer is sophisticated and opportunistic, navigating between store and online environments, interchangeably to meet their shopping needs of the moment,” said Jill Puleri, global retail leader, IBM Global Business Services.

The study showed that a quarter of these online shoppers intended to buy their item in the store, but ultimately purchased online – primarily due to price and convenience.

Younger, male and affluent shoppers are the most likely to showroom. Although a global phenomenon, there is higher incidence of showrooming in China (26 per cent) and India (13 per cent) than the US (seven per cent).

This suggests that retailers must better connect their store and online presence to capture the sale to showroomers. Today, online-only retailers account for one-third of showroomer purchases, says IBM.

Retailers should blend benefits into both at various points in the shopping cycle – from research to purchase – to build brand loyalty and repeat sales. In the store, retailers must infuse digital experience, enable store associates with the technology to save the sale and embrace consumer-owned technology.

Online, retailers must optimise their websites for various devices.

“The key is using data and analytics to better understand the behavior and preferences of shoppers to close the sale,” concluded Puleri.

GB