The term “Showrooming” refers to the practice whereby a potential customer chooses to view a product in a store first, and then goes on to purchase it online.
In this context, the store then becomes a real showroom in which to view, try products, and request information without, however, actually completing the purchase, either because of a greater convenience found in the online shop or because of the convenience of receiving the product at home.
The practice of showrooming, also referred to in some contexts as T.O.P.O (Try Offline Purchase Online), is contrasted with that of Webrooming.
Showrooming and Webrooming are two phenomena that are becoming increasingly widespread, indicative of a purchasing behaviour and customer journey that increasingly unravels between online and offline, between eCommerce and physical store, seamlessly.
If until some time ago, showrooming was perceived by the retail world as a real threat, this is no longer the case: consumers’ purchasing behaviours have evolved, but retailers themselves have also sought to enrich their offerings, understanding the importance of adopting an omnichannel approach.
If, thus, more and more retailers have added an eCommerce site to the store, at the same time they have sought to enhance the in-store shopping experience by transforming it into a true brand experience.
