Showrooming: Most Say They’d Need At Least A 20% Price Gap to Abandon the Store

April 10, 2013

This article is included in these additional categories:

Digital | Mobile Phone | Retail & E-Commerce

LinkableNetworks-Showrooming-Price-Differentials-Apr2013Two-thirds of mobile device owners say they check their device while shopping in a store to see if there is a cheaper price elsewhere, according to survey results from Linkable Networks. But what is the minimum price difference that would drive mobile owners to leave a store and purchase online instead? Study results suggest that only 5% would leave if the online retailer offered the item for at least 5% less, while a plurality 23% would leave for a discount of at least 20%.

Not all mobile owners would leave the store they were shopping in because they found a better deal online via their mobile device, though. Among the two-thirds of respondents who check prices while in-store, only 1 in 5 report having left the store many times because they found a better deal, while an additional 26% said they would maybe do so if it were an expensive item, and another 41% if the price differential were high. 14% simply responded that they wouldn’t leave the store.

The study results paint a picture of a more committed store buyer than previous research. Late last year, a study by GroupM found that 45% of customers would leave a store and buy a product online if they found it at a 2.5% discount while comparison shopping using their mobile device. At a discount of 5%, 60% of customers said they would leave, while at a 20% discount, 87% of shoppers would be moved to abandon the store.

About the Data: The data is gleaned from an online survey of 803 Americans conducted on behalf of Linkable Networks from January 7 ”“ 12, 2013. To qualify, all respondents had to identify being 18 years of age or older. Weights were applied to ensure the sample was demographically balanced to reflect the US adult population.

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