Searching offline and buying online – An analysis of showrooming forms and segments

Showrooming is behavior where customers search for information in brick-and-mortar stores and then purchase products online. While the literature conceptualizes showrooming as a one-dimensional variable, we argue that different forms of showrooming exist. We identify four showrooming segments that d...

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Bibliographic Details
Published inJournal of retailing and consumer services Vol. 52; p. 101919
Main Authors Schneider, Patricia J., Zielke, Stephan
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.01.2020
Subjects
Customer segmentation
Multi-channel retailing
Showrooming
Multi-channel retailing
Showrooming
Customer segmentation
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Summary:Showrooming is behavior where customers search for information in brick-and-mortar stores and then purchase products online. While the literature conceptualizes showrooming as a one-dimensional variable, we argue that different forms of showrooming exist. We identify four showrooming segments that differ in retailer loyalty, usage of in-store information, devices, place and time of the online purchase. We show further that loyal vs. competitive showroomers differ in psychographic variables, such as price consciousness, desire for social contact and bad conscience during showrooming. The results have important implications for retailers aiming to keep customers in their own channels.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2019.101919