With the recent demise of many high street regulars such as HMV, Jessops and Republic, is it not surprising that people are looking for a scapegoat for increasing declines in sales, and this is seemingly falling onto internet shopping, and more specifically, the new phenomenon of Showrooming. Retailers whose main proposition is a physical store are thought to be generally on the back foot as they invest largely in retail space, staff, inventory etc., in a way which their online competitors do not have to. The difference in these overheads allows online stores to offer shoppers higher discounts on their goods, effectively undercutting physical stores on the same products… Showrooming is the new big trend in retail, and we know it’s already a pretty big deal in the US (according to analysts, 59 million US shoppers will use their smartphones to showroom in 2013), but what about in the UK? Has it really caught on yet? Who are the main culprits? Why do shoppers showroom? We take a brief look into these questions in this report. This report will help you understand, why shoppers Showroom, who the main culprits are, and how it is catching on in the UK. Table of contents: Key Findings & Summary Introduction to Showrooming What’s In This Report Showrooming Introduction By Category Demographics Smartphone Ownership Why Shoppers Showroom? Focus Group How Can Retailers Fight Back? Summary Evolution’s View Methodology Glossary

1. Evolution Insights: Shopper Insight Series
Showrooming 2013
Current Attitudes to Showrooming by
Shoppers
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Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
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2. About Evolution Insights
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.
Our research and analysis helps • Evolution offer a range of products & services for
clients develop targeted shopper clients in the field of shopper research:-
marketing initiatives designed to
• Off-the-shelf research
influence shoppers at the point of
purchase. – Evolution’s off the shelf research
publications deliver affordable insight
into shopper motivation and
behaviours in UK food, drink and
grocery
• Insight Plus
– Insight Plus offers your business the
opportunity to engage in any of our
We use a range of research regular shopper research projects in
advance of publication, tailoring the
methodologies to discover genuine scope to suit your needs
insights. Our research incorporates
a broad spectrum of robust • Bespoke Consulting
qualitative and quantitative
research techniques. – As publishers of research, we are able
to draw upon a wealth of existing
proprietary data for consulting projects
As a leading publisher of shopper – helping to better inform and shape
research, we are ideally placed to any further research requirements.
offer your business actionable
shopper insight.
Further information is available at our
website http://www.evolution-
insights.com
Visit and sign up for Reflections, our free
quarterly newsletter offering analysis and
commentary on topical issues
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3. Key Findings and Summary
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4. Introduction to Showrooming - Definition
Since the advent of the internet, consumers have found it increasingly easier to research better deals online. As we move into 2013,
reports show that mobile internet is more popular than ever before, due to advances in technology alongside a faster and more
widespread broadband connection. These factors have contributed in forming a new shopping trend: Showrooming.
Showrooming is the practice of visiting a store to browse a product then purchasing it online.
Online shopping is forever on the rise due to its convenient nature and cheaper prices. However,
many shoppers feel the need to see or try the product in person first. The consumer focus on
mobile internet and advanced technology such as smartphones and tablets makes it easy to
compare prices in store, causing a threat to the high street.
Ahh, its
cheaper
online!!
£?!
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5. Introduction to Showrooming - Definition
Lets look at that page again…
Type 1 are Active Showroomers
Type 2 are Passive Showroomers
Shoppers may or may not enter the
store with the purpose of
Showrooming. However, in hindsight
we may consider their actions to be
Which items are the most likely Showrooming. The shopper does not
necessarily have to check the item
to be Showroomed?
online before going into the shop, the
act of Showrooming may begin while
• High cost in-store (if they then go on to purchase
• Large items the item online).
• Low frequency of purchase
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6. Introduction to Showrooming – Retailers Affected
The effects of buying cheaper products online surfaced in the run up to Christmas 2012; due to the practice of
showrooming the British high street lost an estimated half a billion pounds in revenue. The new savvy shoppers have left
some retailers in a difficult position as they enter into 2013.
Studies show that showrooming
is on the rise with figures
increasing from 28% to 38% of
shoppers partaking in the
‘revolutionized shopping
experience’ in just over a year.
Who are at a disadvantage?
Who are benefitting from
the trend? Some dispute the notion that
showrooming is putting stores
at a disadvantage. Although a
staggering 82% of shoppers
admit to hitting the stores with
smartphones in hand, 3 in 10
of said shoppers didn’t buy
from competitors but
purchased the product in store
or from the store website.
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7. Showrooming – This Report
With the recent demise of many high street regulars such as HMV, Jessops and Republic, is it
not surprising that people are looking for a scapegoat for increasing declines in sales, and this is
seemingly falling onto internet shopping, and more specifically, the new phenomenon of
Showrooming. Retailers whose main proposition is a physical store are thought to be generally
on the back foot as they invest largely in retail space, staff, inventory etc., in a way which their
online competitors do not have to. The difference in these overheads allows online stores to
offer shoppers higher discounts on their goods, effectively undercutting physical stores on the
same products…
Convenience is key. If shoppers can get the same product cheaper while sat at their desk, or in
their pyjamas at 2am, what is their motivation to go into a busy shopping centre, or a cold and
rainy town centre? Perhaps the motivation isn't strong enough. And therein lies the problem for
high street stores. What do they really offer that an online store doesn’t?..
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8. Methodology
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9. Methodology
Evolution’s methodology Evolution carried out a preliminary survey of
100 shoppers , to test questions for the main
survey.
Detailed secondary and desk research was
Secondary and Preliminary conducted to define the digital shopper
desk research quantitative survey marketing landscape, macro drivers and
trends, scope and examples of initiatives to
date.
Initial insights gained were used to help
further design the main survey.
The main survey was completed by 1,193 UK
adults who said they regularly shop for food
Main quantitative & grocery.
Focus groups
survey Comprehensive and detailed assessment of
all the data received was then used to
discover insights.
Throughout this process, primary research
was supported by secondary research
drawing on Evolution’s proprietary
databases, national statistics, news and
industry resources.
Insights
Evolution’s consultants also maintain close
relationships with industry figures across
retailers and manufacturers.
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10. Methodology - Quantitative Survey
Topics of questions in quantitative survey
Detailed shopper insights were gained from
Demographic profiling a survey of 1193 UK adults who say they
regularly shop for food and grocery and own
a smartphone. The samples were fully
representative of the UK population.
The survey contained 3 questions relating to
Ownership of Smartphone Showrooming – in addition to standard
demographic profiling questions.
The survey was carried out online during
February 2013.
Who is Showrooming (categories)
Reasons for Showrooming
Advantages of Showrooming
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11. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
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