As described in earlier posts, “showrooming” occurs when consumers visit retail stores to learn about and try out (or try on) products and then surf the Web — and purchase there — for the best prices.
Now many retailers are fighting back with what we might call “reverse showrooming.” This occurs when multi-channel retailers encourage shoppers to buy online and then pick up their purchases at the store. This practice has several positive advantages for the store:
Shoppers can do online comparison shopping and know that the multi-channel retailer is offering a fair price.
Shoppers can place orders at any time of day or night.
The multi-channel purchase experience enables shoppers to pick up their purchases the same day — without waiting or having to be home to sign for a delivery.
The store can arrange for a special area to be designated for easy and fast pick-up.
Because shoppers are visiting the store any way, they may buy some other items on the same trip.
To learn more about this emerging retail practice, click the photo to access an interesting article from the New York Times. Here, Marie Seremetis, an online shopper, is picking up her order at a New York City-based Container Store.