Showrooming in Seattle

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A rather fascinating piece of research has been undertaken by “Placed” a Seattle based location analytics company.

“The study is based on 14,925 U.S. survey respondents combined with the direct measurement of nearly 1 billion U.S. location data points during January 2013.”

It is entirely Amazon orientated as you may guess from it’s title Aisle to Amazon Study and is downloadable on registration.

Whilst some of the retailers may not be familiar to us over here  the phenomenom of showrooming “….the act of visiting a brick-and-mortar store to check out a product but then purchasing the product online” certainly is.

The questions asked included:

  •  Have you made a purchase on in the past 30 days?
  • How much have you spent on in the past 3 months?
  • Have you purchased an item on after looking at the same item in a physical retail store?
  • Have you used the Amazon Price Check app while in a physical retail store?
  • Are you a member of Amazon Prime?

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On the showrooming question Bed Bath & Beyond (or BBB)   is rated as the most at risk retailer. It’s got revenues of around $10 billion and over 1,000 outlets (Walmart worldwide has circa 10,000). We don’t really think there’s a UK equivalent nearest to it might be some of our furniture stores or possibly part of John Lewis! A classic showroom we think!

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Placed reckon Walmart is the least at risk of the major retailers and interestingly both Best Buy and Target operate price matching policies with Amazon. Also Walmart is the most visited (at 25%) bricks and mortar store by Amazon shoppers.

The male female analysis, unsurprisingly, shows differing outlet visiting habits. Kohls are a department store chain again with around1,000 stores and revenues of nearer $20 billion

An equivalent study in the UK would be most revealing and might include (in no particular order):

  • ToysRUs
  • John Lewis
  • PC World
  • Debenhams
  • Boots
  • Marks & Spencer
  • Argos
  • DFS

and many more besides but probably not Harrods, Selfridges or Harvey Nichols!

Disclosure: We have marketing affiliate arrangements with Amazon

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