Barefaced Cheek Or The New Frontier? One In Ten Shoppers Buy Goods From Rivals In Store

One in ten shoppers have bought a product from a rival retailer's website while 'showrooming' in store.

The number rose to 15 per cent for 16-24 year olds, according to the survey of more than 1,300 UK consumers, says online strategy consultant Omnico.

Almost a third of shoppers, 29 per cent, said they had used their smartphones to compare prices while 23 per cent said they looked at product reviews to inform a decision.

'Showrooming is here to stay, whether retailers like it or not. 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,' said Steve Thomas, chief information officer at Omnico.

The survey showed that 15 per cent said they had checked the retailer's own website while standing in a store to compare shelf prices to those on its internet site and to check stock availability for online ordering.

The survey is published as Dixons prepares to launch an app to promote showrooming at its Currys and PC World stores. 

Thomas said: '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. Consumers are using their smartphones to join up channels their own way, and this means often going to retailers’ competitors to get advice and find the best deal.'