Combating the Showrooming Effect- Study Results for Brick & Mortar Retailers

Much research is being done to highlight both the challenges and new opportunities faced by traditional bricks and mortar retail today, as it attempts to adapt to the new multichannel retail environment and the ever-present ‘showrooming’ effect.

Below are results of a survey on how retailers are perceived by shoppers.  At the heart of the study lies a retailer/customer communication breakdown, which has turned many of the less progressive bricks and mortar stores into frustrated retailers who are uncertain on how to improved their sales and customer experience.

By standing up and facing the new reality of traditional retail then focusing on your business strengths and distinct competitive advantages, retailers will find the way to adapt to the changing landscape.  

With 75% of online shoppers reporting that retail staff ‘fail to communicate well’ and only 50% of click and collect customers believing that ‘retail staff explained products and services’, it is little surprise that traditional retail is struggling.

Customers are information hungry, price savvy and demand exceptional service. Unless they can engage with an empathetic, informed retail professionals, chances are they could take their business elsewhere.

“The modern sales journey often involves a range of touch points, with buying decisions based on a mixture of online, in-store and mobile engagements. For in-store retailers, to add genuine value to that journey is a question of training.  Staff need to be better informed, better guided and sufficiently empowered, so they can meet customers’ ever evolving expectations.” comments Christine Knott, Managing Director of Beyondtbtraining.

In contrast to technology staff, whose knowledge is trusted the least, 78% of customers said that they think retail staff in DIY and Garden Centers are the best at understanding the products and explaining the benefits. A finding that underlines the positive contribution of retail staff sufficiently trained and equipped, to deliver the depth of knowledge and service shoppers demand

Knott concludes, “There are clear opportunities here for retailers prepared to empower their staff with targeted, knowledge based training and clear brand values. Not only is it the way forward, service is key to helping in-store retail play its full part in the new multichannel environment.”


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