Integrated Experiences &
the Mobile Shopper:
A Research Report
@David_Rogers
Author
Faculty Director, Digital Marketing St...
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Books & Publications

@David_Rogers

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Some companies worked with

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Mobile computing

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30%

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45%

Never – always
buy in-store
once there

Yes - require
price discounts
to deter
showrooming

“On the fence”
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Showrooming?

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Thank you!
David.Rogers@columbia.edu

Email me to:

• Receive full report
• Hear about future
research & events

46
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Showrooming and the Mobile Assisted Shopper

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I am delighted to release the results of a new global study on the impact of smartphones on shopper behavior in retail stores — “Showrooming and the Rise of the Mobile-Assisted Shopper." — sponsored by Columbia Business School's Center on Global Brand Leadership and loyalty firm Aimia.

(Findings reported in BusinessWeek, Time, Inc., The Globe and Mail, Quartz, GigaOm, and IBM Smarter Planet, among many others.)

As brick-and mortar stores continue to struggle with the rise of “showrooming” consumers – those visiting a store to see a product, but purchasing it later online – our research reveals concrete steps that retailers can take to entice consumers armed with mobile devices to make purchases inside their store walls.

With my co-authors, Matthew Quint and Rick Ferguson, we were able to survey the behaviors and motivations of 3,000 leading-edge consumers in 3 countries, who represent the “omni-channel” future of retail.

Our findings contradict many of the common assumptions about the threat of “showrooming”, and reveal five distinct segments of mobile-assisted shoppers. We also identify clear opportunities for retailers to engage and retain these tech-savvy customers.

David Rogers
--
@David_Rogers
Author, “The Network Is Your Customer”
Executive director, BRITE conference
Faculty director, Digital Marketing Strategy, Executive Education
Columbia Business School

David.Rogers@columbia.edu
www.davidrogers.biz

Published in: Business, Technology

Showrooming and the Mobile Assisted Shopper

  1. 1. Integrated Experiences & the Mobile Shopper: A Research Report @David_Rogers Author Faculty Director, Digital Marketing Strategy Columbia Business School www.davidrogers.biz
  2. 2. 2
  3. 3. Books & Publications @David_Rogers 3
  4. 4. Some companies worked with 4
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  6. 6. Mobile computing 6
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  18. 18. 30% 25% 45% Never – always buy in-store once there Yes - require price discounts to deter showrooming “On the fence” – may opt to buy in-store despite cheaper online 18
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  29. 29. Showrooming? 29
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  46. 46. Thank you! David.Rogers@columbia.edu Email me to: • Receive full report • Hear about future research & events 46
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