scorecard'Reverse Showrooming': Bricks-And-Mortar Retailers Fight Back
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'Reverse Showrooming': Bricks-And-Mortar Retailers Fight Back

'Reverse Showrooming': Bricks-And-Mortar Retailers Fight Back
Tech3 min read

BII_Reverse Showroomers


In the past few years, as online shopping exploded and smartphones became the norm, the showrooming phenomenon - consumers using their phones to comparison shop in stores - seemed poised to gut the revenue of offline retailers.

But now a new report from BI Intelligence finds that retailers have discovered "reverse showrooming," or "webrooming," which is when consumers go online to research products, but then head to a bricks-and-mortar store to complete their purchase.

Reverse showrooming is actually nothing new. Since the early days of online shopping, more people have researched their shopping online than have actually bought there.

What has changed is that retailers have begun to identify the reverse showrooming trend and the opportunity it offers to them, and they are now working to actively capture those sales.

In the report, we examine the numbers behind showrooming and reverse showrooming, what's driving each trend, and what the different showrooming behaviors look like. We also look at what in-store advantages retailers have, and what they are doing both to capture in-store sales from reverse showroomers and to drive up purchases across channels.

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Here are some of the key points from the report:

In full, the report:

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