Turning Showrooming into an opportunity

Showrooming, a growing threat for the store

iPhone with Amazon Price Check App

Promoting showrooming: Amazon offered a 5% discount to anyone who used their Price Check app to scan the bar code of an item in a store and then bought it from Amazon website.

Showrooming (consumers going into a physical store to see a product and then purchasing it online at a better price) is often seen as brick & mortar retailers’ number one enemy. This phenomenon concerns 72% of US shoppers according to Accenture.

In addition to preparing their purchase online, today’s connected consumers increasingly use their mobiles to compare pricing when in store. In 2012, 53% of US in-store mobile users stated they already abandoned a purchase in store as a result of using their mobile, either to go purchase online (51%) or at a competitor’s store (38%).

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House of Fraser embraces Mobile First

House of Fraser’s Executive Director of Multichannel shares on the Mobile First strategy behind their new e-commerce site. The UK’s department store’s chose for adaptive responsiveness (several responsive templates optimized for categories of devices, e.g. tablets) to better adapt to users’ context.

House of Fraser recorded its best ever Christmas with a increase of 57.7% of its online sales in the three weeks to December 28th compared to 2012.

iPad with House of Fraser website displayed

House of Fraser on iPad

House of Fraser’s brick-and-mortar sales only increased by 3% over the same period of time.

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Mobile First

In this article, we share on the opportunities behind choosing mobile as first channel when devising new market strategies.

The New Default Form Factor

“Of the 10 million people in Egypt who access the mobile web, 70% of them are mobile only — they never use the desktop internet.”

Phone with Burberry app

Burberry broadcasts live fashion shows exclusively on mobile, allowing viewers to purchase and even personalize products.

In the MENA region more than anywhere else, mobile is increasingly becoming the default Internet access channel.

This is actually very good news for businesses as mobile touchpoints enable greater customer engagement and interactions with a brand.

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