Gartner Research

Survey Analysis: Focus on Customer Basics to Challenge Amazon, as 'Showrooming' Is Universal but Not Unbeatable

Published: 12 February 2013

ID: G00249458

Analyst(s): Robert Hetu

Summary

Tier 1 multichannel retailers can combat "showrooming" by moving to more aggressive pricing strategies. This must be supported by a renewed focus on excellent execution of the customer basics in the store.

Table Of Contents

Survey Objective

Data Insights

  • Sixty Percent of Consumers Surveyed Deliberately Visited a Physical Retail Store to Observe Products and Gather Additional Information While Knowingly Intending to Purchase a Product From Another Outlet
  • Less Than 10% of Consumers Reported Making a Purchase From the Same Retailer They Had Showroomed
  • Nearly 50% of Digital Natives Have a Foundational Belief That Online Consumer Electronics Retailers, Particularly Amazon, Have Better Pricing
  • Recommendations
  • Methodology
  • Definition

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