Is the thought of customers “showrooming” at your retail store—coming in to see and touch the merchandise, then checking prices on their smartphones and ordering it online or from a competitor—keeping you up at night? Despite the growth of showrooming, a Nielsen study shows 68 percent of consumers still think shopping in-store is the “easiest” and “most convenient” way to buy. The American Independent Business Alliance says one of the best ways to battle the showrooming trend is to build on that positive feeling about retailers by engaging with your customers.
You and your salespeople should interact with every customer who enters the store. Be sure your team is educated about your products so they can provide information and answer questions without shoppers having to go online. Also work to educate shoppers about the benefits of buying locally, and how shopping small supports independent retailers in the community. Bottom line: If shoppers see you and your staff as friends, they’re more likely to feel guilty about showrooming at your shop.
Learn more at American Independent Business Alliance.Read more Customer Service Watch articles.