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Webrooming takes over: consumers spend more offline

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Webrooming takes over: consumers spend more offline

Faced with the fear that customers access physical stores with the sole intention of having the product in their hands, to finally turn to the internet in search of the best proposal to buy it, merchants can rest assured: customers spend more in stores. stores than online. This is reflected in the latest Harris Poll survey, which shows the importance of showrooming within the purchasing process; although it has not yet managed to impose itself on webrooming. 49% of American consumers affirm that they have accessed the internet on these dates to compare gifts; which implies a slight increase compared to the previous year (46%). Likewise, 69% have preferred to turn to the cell number information pakistan in search of ideas and inspiration, to finally go out into the street in the direction of the store, with the intention of buying. All said, webroomers not only outnumber showroomers, but the final amount of their purchases is also higher. The study data indicate that those who shop on the internet after having gone through traditional stores spent an average of $ 156.40 per purchase. A figure that has fallen significantly compared to that registered in 2012 ($ 21.80). On the other hand, the average purchase of consumers who, after searching on the internet finally formalized their purchase in establishments, this year exceeded $ 200 ($ 200.70).


Definitely, has webrooming overtaken showrooming? The answer is, it depends; especially, the type of product to buy. The survey reflects differences in the type of product, when deciding to order it online, or buy it physically. Specifically, when buying books, customers opt for the internet. In the case of electronics products, 35% purchase them in traditional stores, although a notable 29% already prefer to go online. Likewise, despite the high degree of acceptance of online clothing and shoe stores, customers still frequent the stores as a priority. Certainly, Christmas has propelled Forex Email List , although not as much as it surpasses webrooming. Tecmark estimates indicate that, this year, half of the buyers will practice showrooming, compared to the 24% that we could see 2 years ago. As you might expect, Millennials are the main followers to buy online after going through the store. As a link, we cannot forget a decisive fact in the purchase process. In both cases, both webrooming and showrooming, mobile devices act as the main protagonists. A trend that is consolidating, with the addition that more and more consumers finish their purchases directly from these smart terminals.

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