Showrooming: Mobile Shopping Takes Over Brick-and-Mortar / Sales / Last Modified: February 22, 2017

Here are 5 forward-thinking ways for brick-and-mortar stores to deal with the mobile trend of showrooming to keep closing sales.

Brick-and mortar stores are seeing more and more customers using their phones to find better deals online. Mobile apps enable shoppers to scan the items in-store from their phones to instantly see competitors' prices. The definition of showrooming is "when a shopper visits a store to check out a product but then purchases the product online" (Techopedia). Many brick-and-mortar stores are fearful of showrooming because it means they could lose sales to their competitors. Here are 5 forward-thinking ways for brick-and-mortar stores to deal with the mobile trend and keep closing sales.

Sell Unique Products

By selling unique and custom products in-store, your store will be able to beat showrooming altogether.  Choosing what you sell will arguably be the most critical factor in the success of your business. If there's only one place to get a truly-unique product, then customers will be more loyal to your brand.

Sell Custom-made Products

Another great way to combat showrooming is by allowing shoppers to customize your store's products. This will differentiate your product from competitors who sell similar products. Forrester reported that 35% of shoppers are interested in purchasing custom products.  The most important part of retail is the customer experience, and by allowing customers to tailor their products specifically to their liking, you will enhance their experience and encourage more sales in-store.

Embrace the Trend

Set up an online store for your brand so that customers can purchase your products at their convenience from home or on their phones. You can even take it a step further by encouraging customers to scan QR codes in-store and purchase directly from their mobile phones. TNS reported that 30% of shoppers are interested in completing their purchase on their phones. If you make it known that you will match any competitor's price, customers will have more trust in your prices and be more willing to purchase from your store directly. 67% of customers will check prices online, according to Strategy Analytics. So let your customers know with confidence that your products are the best value for their money.

Leverage Technology

Instead of shying away from mobile technology, brick-and-mortar stores can actually combat showrooming by using location based technologies. Shopkick and Foursquare are two common geo-location apps that actually reward customers for coming into your store and checking in on their phones. Once a customer has a gift-card or discount for your store, they will be more likely to purchase from you rather than your competitors.

Your brick-and-mortar store can combat showrooming by implementing one or more of these strategies.  By offering your customers a unique product, experience, or reward, you can keep your customers' loyalty to your brand. Mobile shopping is on the rise, so the more you can do to embrace it today, the more successful your store will be in the future.  

Author Bio: Jenni Tolman is the Content Marketing Manager at Miva Merchant, an ecommerce company that helps businesses start selling online. Connect with Miva Merchant on Facebook or Twitter!

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