I just finished the 54-page 2014 Accenture Holiday Shopping Survey; and while I’m still in a state of ‘stat-overwhelm,’ I’m also left with a nagging thought. With our culture’s unceasing need to simplify things (abbreviation-nation syndrome), we may be losing sight of the obvious. E-commerce and the relative newbie, mobile electronic retailing, combined have become the greatest destabilizing forces for retailers in a century. Emblematic of this is our culture’s tradition for creating nicknames for any major new phenomenon.
First showrooming arrived, the moniker given to some of the 200 million or so smartphone-toting customers who began deploying their devices in store. Shoppers price-checked the retailer, which more often than not resulted in an abrupt exit to buy online or at a competitor. This new practice also revealed inconsistencies between the retailer’s in-store pricing and that of their own websites which caused a corporate conundrum. Showrooming’s roommate is the more recent webrooming, a tech-term that describes browsing online and then going into a store to make a purchase. [Read more…]