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Study: ‘Webrooming’ eclipses showrooming


San Diego - While showrooming, the process of researching in-store before buying online, remains popular among 76% of consumers, the emerging trend of webrooming, or researching online before buying in-store, is even more common, representing 88% of shoppers. According to “The Rise of Webrooming: A Changing Consumer Landscape,” a report from Interactions, 75% of webroomers believe they can find the lowest in-store price, while 72% prefer online product comparisons and 71% prefer online product research.

The report also highlights why people research in-store before buying online. Sixty-eight percent like to experience the product in person first; 48% believe they can find the lowest price online; and 41% prefer to seek help from in-store associates during their research process.

"Consumers expect retailers to be everywhere they are," said Giovanni DeMeo, VP of global marketing and analytics at Interactions. "If retailers are not leveraging omnichannel marketing approaches, or not embracing the concept of 'Everywhere Commerce,' they risk an inconsistent customer experience, potentially reduced profits and diminished brand loyalty."

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