INside Performance Marketing
Can Personalisation Tame Showrooming?
Image Credit  I Design Websites Creative Commons license

Can Personalisation Tame Showrooming?

Companies are jumping at the chance to prove or disprove what is being held by up by brick and mortar shops as the main culprit for the deterioration of the traditional high street retail model.

Mobile marketer, Vibes, is the latest to produce research into showrooming. Its data offers a slightly different twist, claiming that personalisation could be the answer to those retailers clamouring to turn around dwindling revenue.

The 2013 Mobile Consumer Report reveals how 23% have purchased a product from a competitor in-store, a big increase on Verdict’s similar findings of only 2%, although its UK dataset versus Vibes US respondents does skew an accurate like-for-like comparison.

Arming Yourself With Data

Personalisation, according to Vibes, is a retailer’s new weapon against the rising tide of showrooming. Its report says that 89% would sign up for mobile messages if they were personalised and 18% frequently see them from brands and retailers already.

Consumers who have made a purchase based on an in-store text message or QR code scan have tripled since last year and as more retailers develop GPS-based apps and use push notifications, this number will surely grow again.

Sift through more of Vibes’ showrooming and personalisation facts in the infographic embedded below.

 

Continue the conversation

Got a question or comment – tweet Simon simonnholland or comment on Twitter, Facebook or LinkedIN.

Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

Read more from Simon

Related Articles

Join over 10,000 performance marketers for the ultimate weekly update on industry news