Amongst 16 to 24-year-olds, loyalty is in even shorter supply, with 15 percent of young shoppers admitting to buying elsewhere via their smartphones.
Almost a third (29 percent) of shoppers admit to using their smartphone to compare prices with other retailers' websites, while almost a quarter (23 percent) of shoppers say that they look at product reviews while they are shopping, to help make a decision. Meanwhile, 15 percent of consumers use their smartphone to check the retailer's own website to compare prices or check stock availability.
"Showrooming is here to stay, whether retailers like it or not," says Steve Thomas, chief technology officer, Omnico. "Some retailers try to stop it, by ignoring consumers' desire for free wi-fi or even blocking mobile signals, but this is a short-sighted view. Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omni-channel retail. Yes, price is very important, but there are many other factors that encourage loyalty to a brand and omni-channel, such as convenience and quality of service."
Source: Omnico Group
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