As many consumers still choose to browse in-stores and then purchase online, physical shops are feeling the heat from online retailers. But are offline businesses right to dread the infamous "showrooming effect"? Not so much. It seems that a reverse trend is gathering strength. A glimmer of hope for in-store retail, webrooming is currently shifting the opportunity back to the brick-and-mortar stores.
While the boundary between online and offline shopping universes is rapidly disappearing, retailers avail themselves of a number of digital solutions to boost the offline shopping experience. Consequently, digital technologies presently affect an impressive 36 percent of in-store retail sales. If that was not enough, this number is expected to hit a whopping 50 percent of in-store sales by the end of this year.
Retailers of the digital age go vintage. Surrounded by new apps and cutting-edge techs, they still appreciate the value of a good old print catalogue. While Millenials may be surprised that such a retro tool even exists anymore, the printed piece is yet another touchpoint with the customer and as such must not be ignored. After all, it drives consumers to both Web and stores.
If you ever watched your favourite TV series and wondered where the characters' outfits or cars came from and with what price tag, you are in for a pleasant surprise. Apparently, it is just a question of time until you get access to this kind of information and are able to buy these items on the spot. Soon all Internet and interactive TV users will be able to purchase products that they see on a screen with just one push of a button.
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