Showrooming VS. Webrooming

Showrooming is a concept whereby people will look for suitable products online, then go and look at the actual item at a brick & mortar store yet purchase it online. Webrooming on the other hand begins in an identical fashion yet the purchase is made in-store.

• ·      Whatever anybody says these two concepts go hand in hand and will vary based on product category and logistics.

• ·      International statistics have shown that consumer’s research items via the interwebs before making a purchase and whilst we don’t have this kind of data available locally we can see how well online retailing is currently doing.

• ·      Showrooming is key for Furniture retailers, who are prepared to invest money in a great delivery system nationwide. This could actually allow consumers to get their products even sooner than they would normally receive these items. Very rarely will a customer go into a furniture store or buy appliances for that matter and walk out with them.

• ·      On the other hand a big draw card in the retail industry is instant gratification and will again depend on the speed at which retailers can deliver. There is a war on worldwide in creating same day delivery services, which would have an increased impact on Showrooming VS Webrooming.

• ·      In South Africa, I firmly believe that consumers, who are Webrooming currently, outnumber those that utilize the retail space as a showroom.

• ·      There are other factors that will play a big part in this new paradigm shift such as augmented reality technologies, whereby we will be able to visualize clothing and accessories on our bodies, with a simple camera set up to our laptop. 

• ·      Consumers have a newfound appreciation for customisation, and it will be the innovative retailers that are still able to get consumers into their showrooms, this can possibly be done with 3D printers where consumers can still get their purchase on the same day.

• ·      High petrol prices and tolls, as well as longer working hours are all contributing to consumers being more hesitant about running off to malls at every opportunity, this will have an effect on the foot count entering physical stores and if the necessary web presence and apps are available, consumers could find themselves dead in the water. This will have a general impact on shopping malls, which will have to relook at their offering.

• ·      Shopping malls themselves will need to become “techno zones” with free Wi-Fi; promotions for stores at are only available when at a mall and cannot be redeemed for online purchases.

• ·      Clever retailers will use POP-UP stores or temporary displays within their existing stores to test new products which will ONLY be available for order online, which will serve a dual purpose of getting good public opinion on possible new lines without the expensive inventory outlay. We can see by this example how a retailer that thinks  “out the box” can turn a potential negative into something exciting and fresh. 

• ·      We are currently in a situation where the consumers are more advanced that what the retailers are, whom often believe the South African market is not ready for the advances that are being made internationally. This mindset needs to change VERY quickly! There are huge opportunities for companies to ‘leapfrog” their competition.