Remember a couple years ago when retailers and analysts alike claimed that retail shopping was a thing of the past due to consumers opting to browse in store and purchase online, aka “showrooming”? Yeah me too. Just two short years later the same folks are embracing showrooming and encouraging consumers to come take a look around.

As it turns out, many consumers are opting to browse online and shop in store nowadays, commonly called “webrooming”. Many retailers, Best Buy for one, claim that spending due to showrooming declined sharply in the last two years.

What is interesting is how consumer behavior has changed over the course of the last couple years. Of course consumers are still interested in saving money and finding a good deal, but their tactics are becoming more savvy as e-commerce evolves. Most recently, evolving from showrooming to webrooming, spending time doing research online and going in store to ultimately make a purchase.

Metrics that matter: Engagement metrics

There are several intriguing factors that come into play when thinking about consumer behavior and the theory of webrooming versus showrooming. Most importantly, retailers are getting more comfortable with e-commerce and are learning how to leverage it to their advantage. The maturation of mobile plays a huge role in messaging and driving traffic to retail locations. And, there are also people that are looking for an experience when shopping, especially for the holidays as well. All of which helps contribute to the recent trend.

Only time will tell how e-commerce and brick and mortar shopping compliment one another in the future. It will also be interesting to see how the brands use loyalty and rewards to drive traffic and sales online and in store as they continue to better understand consumer behavior and better refine their messaging.

Read the original article at to get their opinion to why webrooming is changing holiday retail this year.

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