“Stores are wonderful. You can examine all the stuff for sale, and then buy it cheaper from another company online!” Sound familiar? This modern consumer tactic, commonly known as showrooming, is expected to continue during the upcoming holiday season. While some retailers perceive the practice as a threat, smart merchants are beginning to use it as an opportunity. With the help of in-store analytics technologies, stores can take action to convert showroomers into brick-and-mortar buyers.
A 2014 retail survey by Accenture reveals that in-store shopping is rebounding in popularity, but still needs improvement. The good news is that data capture and analytics technologies for brick-and-mortar environments can help retail organizations provide their customers with the best possible in-store experience. These solutions provide information to help decision-makers better understand today’s multichannel shoppers, delivering the equivalent of clickstream analytics for walk-in stores.