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More Than a Showroom - Strategies for Winning Back Online Shoppers (Hardcover, 1st ed. 2016)
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More Than a Showroom - Strategies for Winning Back Online Shoppers (Hardcover, 1st ed. 2016)
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The growing phenomenon of showrooming plagues sales managers and
small retailers in ever increasing numbers as technology has
evolved to create smarter and more empowered consumers. Showrooming
refers to the phenomenon of consumers - or potential consumers -
browsing products in a retail store, and then ultimately purchasing
online at a lower price through another store. In the age of the
Internet, the sight of a customer who will visit a store and use
their smartphone to scan the barcode, hoping to find the same item
at a cheaper price from a different vendor has become commonplace.
Through exhaustive research, the authors of this book investigate
this exploding trend and offer strategies, tools, and training
approaches that can help to transform showrooming customers into
in-store sales. Offering retail managers and owners deep insight
into how they can stem the loss of resources to showrooming, this
book, through a close, systematic examination of showrooming,
provides insight and understanding of the value added through
customer service and expert salesperson knowledge. Retailers will
learn how to implement essential, incremental changes to infuse
value in the customer experience and entice significantly improved
in-store sales while building core customer relationships and
enhancing loyalty.
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