Showrooming, Webrooming and Outshopping: How to Address These New Consumer Behaviors
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Transcript of Showrooming, Webrooming and Outshopping: How to Address These New Consumer Behaviors
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Sylvain Sénécal, Ph.D.
October 2014
DTLQC
Showrooming, webrooming
and outshopping:
How to address these new
consumer behaviors
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In the next 30 minutes…
What are showrooming, webrooming, and
outshopping?
Are they important phenomena in Canada?
What can retailers do about them?
Concluding remarks
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www.adexchanger.com
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Price Check (by Amazon)
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Bizzreport.com
From a competitor
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Outshopping:
Online cross border shopping
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So what?
Are they important
phenomena in Canada?
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In order to answer these questions…
Survey of Canadian consumers in 2012 and 2014
Samples: 1501 (2012) and 1507 (2014)
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Showrooming evolution in Canada
Purchase (n=242/363)
SP in store
(n=617/805)
Smartphone (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
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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
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Product prices and showrooming (2012)
Any price; 46%
At least 50$;
24%
At least 100$;
24%
At least 200$;
6%
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Webrooming in Canada (2014)
Webrooming
- Purchase
from same
retailer
40%
Webrooming
- Purchase
from a
competitor
9%
No
51%
Webrooming
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Outshopping
62% of $ spent online by Canadians
31%
7%
38%
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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
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Paypalobjects.com
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What can Canadian retailers do?
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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 »
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About showrooming & webrooming Attract:
Multichannel strategy « web-to-store » and « store-to-web »
Same prices and assortment across channels
Sales promotions linking web and stores
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
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Concluding remarks
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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…
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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)
Information
search
Evaluation
Purchase
Good old days!
Outshopping (if international)
Webrooming
Showrooming
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Commerce: Outshopping
H2b
.57 (15.19)
H1
.15 (3.27)
H4
.15 (4.65)
H2a
.45 (12.77)
H6b
- .15 (4.70)
H6a
- .11 (2.69)
Skills in Foreign
e-Retailers Language
Ethnocentrism
Trust in the
Foreign E-Retailers
Offer
Competitiveness of
Foreign E-Retailers Intention to Perform
Online International
Outshopping
H3b
- .13 (3.32)
H5b
.16 (4.99)
.25 (7.83)
H3a
- .46 (11.79)
H5a
.08 (2.66)
.13(3.92)
Secondary Costs
Susceptibility to
Interpersonal
Influence
Sénécal, Bœuf et Aljukhadar (2014)