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Sylvain Sénécal, Ph.D.
June 2014
ICSC CONFERENCE
Showrooming,
webrooming and
outshopping:
How to address these new
consumer behaviors
In the next 30-45 minutes…
 What are Showrooming, webrooming, and
outshopping?
 Are they important phenomena in Canada?
 What can retailers do about them?
 Concluding remarks
Showrooming, webrooming and outshopping:  How to address these new consumer behaviors
www.adexchanger.com
Bizzreport.com
From a competitor
Outshopping:
Online cross border shopping
So what?
Are they important
phenomena in Canada?
In order to answer these questions…
 Survey of Canadian consumers in 2012 and 2014
 Samples: 1501 (2012) and 1507 (2014)
Showrooming, webrooming and outshopping:  How to address these new consumer behaviors
Price Check (by Amazon)
Showrooming evolution in Canada
Purchas
e
(n=242/363)
SP in
store
(n=617/805)
Smartphon
e (SP)
(n= 1501/1507)
Data plan
41%→53%
Yes
39%→46%
In store
52%→58%
Retailer’s
website
11%→13%
Competitor’s
website
5%→5%
Competitor’s
store
9%→6%
No purchase
23%→17%
No
61%→54%
63%→71%
14%→11
%
23%→17%
2012→2014
Price, service, and product aavailability (2014)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Better price
Better service
Product availability
Other reasons
Reasons for Showrooming (or not)
Purchase from competitor
Purchase from retailer
Product prices and showrooming (2012)
Any price; 46%
At least 50$;
24%
At least 100$;
24%
At least 200$;
6%
Showrooming, webrooming and outshopping:  How to address these new consumer behaviors
Webrooming in Canada (2014)
Webrooming
- Purchase
from same
retailer
40%
Webrooming
- Purchase
from a
competitor
9%
No
51%
Webrooming
Showrooming, webrooming and outshopping:  How to address these new consumer behaviors
Outshopping
62% of $ spent online by Canadians
31%
7%
38%
Younger shoppers
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
18-24 25-34 35-44 45-54 55-64 65-74 75+
Outshopping and Age
Paypalobjects.com
What can Canadian retailers do?
About outshopping
 Competitive offering (relative to US retailers)
 Product assortment
 Price + Service = Value
 Trust & ethnocentrism
 « Buy from a trusted and local retailer »
 Secondary costs
 « No additional costs or surprises »
About showrooming & webrooming
 Attract:
 Multichannel strategy « web-to-store » and « store-to-web »
 Same prices and assortment across channels
 Sales promotions linking web and store
 in-store pickup, in-store ordering
 Convert :
 Competitive prices and price matching guaranty
 Service
 Mobile coupons
 Free Wi-Fi!
 Retain
 Product returns across channels
 Loyalty program
 Exclusive brands
 Strong private brands/labels
Concluding remarks
 Consumers are well-equipped to compare
products and services when and where they
want to.
 Focus: Competitive offering
 Consumers want seamless experiences within
and across channels;
 They will select the most efficient channel for
their current needs.
 Focus: Customer experience
You can forget these buzzwords, but not
that…
It’s called SHOPPING (in 2014)
25
Your Channels Your Competitors’
Consumer
Decision-
making
stage
Website
(Non-
mobile
device)
Store Call Center Website or
App
(Mobile
device)
Website
(Non-
mobile
device)
Store Call
Center
Website or
App
(Mobile
device)
Informatio
n search
Evaluation
Purchase
Good old days!
Outshopping (if international)
Webrooming
Showrooming
Thank you!
ss@hec.ca
chairerbc.com
imarklab.com

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Showrooming, webrooming and outshopping: How to address these new consumer behaviors

  • 1. Sylvain Sénécal, Ph.D. June 2014 ICSC CONFERENCE Showrooming, webrooming and outshopping: How to address these new consumer behaviors
  • 2. In the next 30-45 minutes…  What are Showrooming, webrooming, and outshopping?  Are they important phenomena in Canada?  What can retailers do about them?  Concluding remarks
  • 7. So what? Are they important phenomena in Canada?
  • 8. In order to answer these questions…  Survey of Canadian consumers in 2012 and 2014  Samples: 1501 (2012) and 1507 (2014)
  • 10. Price Check (by Amazon)
  • 11. Showrooming evolution in Canada Purchas e (n=242/363) SP in store (n=617/805) Smartphon e (SP) (n= 1501/1507) Data plan 41%→53% Yes 39%→46% In store 52%→58% Retailer’s website 11%→13% Competitor’s website 5%→5% Competitor’s store 9%→6% No purchase 23%→17% No 61%→54% 63%→71% 14%→11 % 23%→17% 2012→2014
  • 12. Price, service, and product aavailability (2014) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Better price Better service Product availability Other reasons Reasons for Showrooming (or not) Purchase from competitor Purchase from retailer
  • 13. Product prices and showrooming (2012) Any price; 46% At least 50$; 24% At least 100$; 24% At least 200$; 6%
  • 15. Webrooming in Canada (2014) Webrooming - Purchase from same retailer 40% Webrooming - Purchase from a competitor 9% No 51% Webrooming
  • 17. Outshopping 62% of $ spent online by Canadians 31% 7% 38%
  • 18. Younger shoppers 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 18-24 25-34 35-44 45-54 55-64 65-74 75+ Outshopping and Age
  • 20. What can Canadian retailers do?
  • 21. About outshopping  Competitive offering (relative to US retailers)  Product assortment  Price + Service = Value  Trust & ethnocentrism  « Buy from a trusted and local retailer »  Secondary costs  « No additional costs or surprises »
  • 22. About showrooming & webrooming  Attract:  Multichannel strategy « web-to-store » and « store-to-web »  Same prices and assortment across channels  Sales promotions linking web and store  in-store pickup, in-store ordering  Convert :  Competitive prices and price matching guaranty  Service  Mobile coupons  Free Wi-Fi!  Retain  Product returns across channels  Loyalty program  Exclusive brands  Strong private brands/labels
  • 24.  Consumers are well-equipped to compare products and services when and where they want to.  Focus: Competitive offering  Consumers want seamless experiences within and across channels;  They will select the most efficient channel for their current needs.  Focus: Customer experience You can forget these buzzwords, but not that…
  • 25. It’s called SHOPPING (in 2014) 25 Your Channels Your Competitors’ Consumer Decision- making stage Website (Non- mobile device) Store Call Center Website or App (Mobile device) Website (Non- mobile device) Store Call Center Website or App (Mobile device) Informatio n search Evaluation Purchase Good old days! Outshopping (if international) Webrooming Showrooming

Editor's Notes

  1. Shopsavvy, Redlaser, Pic2shop, Goodzer, … Canada: Shoptoit, Pricegrabber, …
  2. In the last two months (last 60 days), did you go to a retail store to examine a product and while in the store use your smartphone to verify some information about the product on Internet?
  3. What did influence your decision to make the purchase this way?
  4. In the last two months (last 60 days), did you shop on the Internet without making a purchase, but finally went to a retail store to make this purchase?
  5. In the last two months (last 60 days), what percentage of your Internet purchases were done on… … American websites: