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  1. #1
    Affiliate Network Rep JCrooks - AffiliateWindow's Avatar
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    Research says Showrooming is a myth
    Thought this PerformanceIN article on showrooming was interesting!

    Brick & mortars cite this constantly as an issue, especially when fighting for the nexus tax. Though the results are from the UK, gotta wonder if people everywhere don't respond the same way.
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  3. #2
    Affiliate Manager
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    eAccountable did a study earlier this year and found only 31% of people admitted to comparing prices on a smartphone while in a brick-and-mortar. Of those that did however, 88% purchased from a different store.

  4. #3
    Affiliate Network Rep JCrooks - AffiliateWindow's Avatar
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    Could you share those results here? I think that would be very interesting!
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  6. #4
    Affiliate Manager
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    Quote Originally Posted by JCrooks - AffiliateWindow View Post
    Could you share those results here? I think that would be very interesting!
    The main objective of the survey was couponing, so not relevant here.

  7. #5
    OPM and Moderator Chuck Hamrick's Avatar
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    Jason, is it public, would like to share it elsewhere on the forum. We get so few core surveys/research papers.

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  9. #6
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    Quote Originally Posted by Chuck Hamrick View Post
    Jason, is it public, would like to share it elsewhere on the forum. We get so few core surveys/research papers.
    Presented by Durk Price at the ChannelAdvisor Catalyst event.

    Retailers should offer deals on their site to guide consumer behavior:

    • If respondents are NOT offered a discount by a retailer, 68% will leave to search for a discount online.
    • This percentage drops to 45% if a retailer DOES offer a discount. An upfront discount can keep an additional 23% of a retailer’s customers in their conversion funnel.
    • When respondents leave to search for a retailer discount, 65% visit a cashback or coupon site.
    • Only 70% of those searching are likely to return to a retailer’s site regardless of finding a discount; meaning 30% become an abandonment risk.

    Retailers can save money by presenting dollar off, instead of percentage off, deals:

    • The respondents are evenly split on whether they respond better to dollar or percentage off discounts.
    • However, given a $100 purchase, 40% of respondents would purchase with a $5 - $10 discount, while only 25% would purchase with 5% - 10% off.
    • Given the average online order size is $113, retailers clearly can save with a dollar off discount while still being attractive to purchasers.

    Retailers should promote deals via text messages cautiously as most respondents are reluctant to give out their mobile numbers:

    • 55% of respondents are NOT willing to receive a text message discount from a preferred retail source.
    • 57% are NOT willing to receive a text message discount from a cashback or coupon website.
    • 60% are NOT willing to receive a text message discount any time they are close to a specified retailer's brick-and-mortar store.
    • Of those willing to receive text messages, 69% are willing to receive shipping notification/tracking information for an order.

    Most respondents do not “show room” in a brick-and-mortar store on their smartphones:

    • Only 31% of those surveyed have ever gone to a brick-and-mortar store and used their smartphone to compare pricing on item(s) from a different store.
    • Of those that did however, 88% purchased from the different store.

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  11. #7
    ...and a Pirate's heart. Convergence's Avatar
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    Quote Originally Posted by Jason eAccountable View Post
    Retailers can save money by presenting dollar off, instead of percentage off, deals:

    • The respondents are evenly split on whether they respond better to dollar or percentage off discounts.
    However, given a $100 purchase, 40% of respondents would purchase with a $5 - $10 discount, while only 25% would purchase with 5% - 10% off.
    • Given the average online order size is $113, retailers clearly can save with a dollar off discount while still being attractive to purchasers.
    Have to dumb it down to the consumer - most couldn't calculate 10% off a price if they had a calculator. Is why we like to show a net price on our product pages with a statement saying "when using coupon code xyz123". No thinking required...
    Salty kisses, Sandy toes, and a Pirate's heart...

  12. #8
    OPM and Moderator Chuck Hamrick's Avatar
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    Have to dumb it down to the consumer - most couldn't calculate 10% off a price if they had a calculator. Is why we like to show a net price on our product pages with a statement saying "when using coupon code xyz123". No thinking required...
    We try to write that into all text links for the same reason.

  13. #9
    Affiliate Network Rep JCrooks - AffiliateWindow's Avatar
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    Now Walmart says that Showrooming is a Retailer's Dream Come True. All about perspective!
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  14. #10
    Affiliate Manager PetsWarehouse.com's Avatar
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    Quote Originally Posted by Jason eAccountable View Post
    Presented by Durk Price at the ChannelAdvisor Catalyst event.

    Retailers can save money by presenting dollar off, instead of percentage off, deals:

    The respondents are evenly split on whether they respond better to dollar or percentage off discounts.
    However, given a $100 purchase, 40% of respondents would purchase with a $5 - $10 discount, while only 25% would purchase with 5% - 10% off.
    This is very true customers don't do the math with %.
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