According to a recent IDC survey the current "showrooming" trend will affect up to $1.7 billion in 2012 holiday retail sales in the US. How can retailers take the upper hand in the fight for customer spending?
Showrooming involves the use of internet-connected mobile devices while shopping, be it for price comparisons or simply checking specs, descriptions and reviews.
The IDC survey is based on 1000 online consumers, and estimates around 48 million US-based shoppers (one can safely assume European shoppers will mirror the trend) will showroom during the holiday season-- a 134% Y-o-Y increase, since 20.5m shoppers showroomed in 2011 according to the analyst.
The showroomer numbers will only grow in the future, reaching 59m in 2013, 29m in 2014 and 78m in 2015.