Showrooming Showdown

Showrooming Showdown How to Win Over Mobile Super-Shoppers Mobile is rapidly changing shopping Showrooming It's the common practice of checking out a product in a store, then buying it online at a lower price from the seller or a competitor. 44% †11İ|MMMİM of shoppers use their mobile phones while shopping What are they doing with their phones? Use mobile coupon Visit same store website 2010 2011 28% 17% 43% 25% Visit different store website Scan barcode 32% 15% 40% 17% Use price comparison app Photograph product 37% 18% 38% 16% Mobile shopping isn't going away Retailers need to embrace the new mobile trends to stand out from the crowd Y NOW SALE SALE BUY NOW SHOP SALE SALE SALE DO DON'T Connect Locally Compete on Price Local blogs, review sites and offers targeting your local market to get them into your BUY A "race to the bottom" on price kills profits. Offer in-store demos, after sales service, immediate availability to enhance store value. Make Targeted Digital Offers store. Provide discounts, rewards, or price-matching on select items Use The Same Old Script Customers are armed with data. Salespeople need to provide unique expertise to deliver real value. O 0521539773 Cover Barcodes with Stickers Mobilize Your Sales Team Use tablets to help customers and Obstructing mobile research could generate a firestorm of consumer backlash. teach them about store apps. Sell Unique Products Offer private label merchandise, tailor products to customer groups, provide distinctive packaging. Block In-Store Wi-Fi Don't prevent use of price comparison apps or mobile search, or you'll drive customers away. McKinsey's Chief Marketing & Sales Officer Forum cmsoforum.mckinsey.com Follow us on Twitter @McK_CMSOForum Source: McKinsey iConsumer Research, 2011 %24