Mobile devices
The abundance of smartphones has pushed showrooming into the forefront. Tech-savvy shoppers no longer have to wait until they get home to see if they can find a cheaper price for the products they're considering buying. With smartphones, consumers can now compare virtual prices, at both other brick and mortar stores and online outlets while still inside a retail outlet. If they can find what they're seeking for less online, the majority will be seeking the first exit. A recent study from GroupM Next revealed that 45 percent of customers shopping at brick-and-mortar stores walk out and buy their purchase online for a discount of as little as 2.5 percent. For a 5 percent savings, 60 percent leave to shop online. Overall, 44 percent of the shoppers surveyed use a mobile device to help influence their purchasing decisions.
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